Entrepreneurial marketing in subsistence marketplaces

There are more than a billion poverty-stricken entrepreneurs in the world who run micro-enterprises to meet basic consumption needs. This pervasive phenomenon presents an interesting theoretical conundrum - that of consumer-entrepreneur duality. This duality blurs the boundaries between consumption and entrepreneurship, which have traditionally been distinct domains of scholarly inquiry. The research reported in this dissertation aims to a) provide a theoretical foundation for the notion of consumer-entrepreneur duality and b) test the implications of the aforementioned duality empirically. A key insight flowing from the investigations is that factors in the consumption domain impact important outcomes in the entrepreneurial domain and vice versa.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Business Administration

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2016

Author dc:creator

• Venugopal, Srinivas

Contributors dc:contributor

• Viswanathan, Madhubalan
• Echambadi, Rajagopal
• Mahoney, Joseph
• Otnes, Cele
• Rindfleisch, Aric

• subsistence entrepreneurship
• poverty
• social justice
• inclusive business

Statement dc:rights

• Copyright 2016 Srinivas Venugopal

Language dc:language

en

Handle dc:identifier

http://hdl.handle.net/2142/90919

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/90919