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Title: Conflicts at the bottom of the pyramid: Profitability, poverty alleviation, and neoliberal governmentality
Authors: Varman, Rohit
Skalen, Per
Belk, Russell V.
Keywords: Bottom of the pyramid
Poverty alleviation
Public policy
Issue Date: 2012
Publisher: SCOPUS
Journal of Public Policy and Marketing
American Marketing Association
Series/Report no.: 31(1)
Abstract: This article adopts the concept of neoliberal governmentality to critically analyze public policy failures in a bottom-of-the-pyramid (BOP) marketing initiative. This research shows that e-Choupal, an Indian BOP initiative, is hampered by a divide between poverty alleviation and profit seeking, which is inadequately reconciled by the neoliberal government policies that dominate contemporary India. The initiative sounds good, even noble, but becomes mired in divergent discourses and practices that ultimately fail to help the poor whom it targets. This research helps explicate the problems with BOP policy interventions that encourage profit seeking as a way to alleviate poverty. © 2012, American Marketing Association.
Description: Varman, Rohit, Department of Marketing, Indian Institute of Management-Calcutta, India; Skalen, Per, Business Administration, Service Research Center, Karlstad University, Sweden; Belk, Russell V., Schulich School of Business, York University, Canada
ISSN/ISBN - 07439156
DOI - 10.1509/jppm.10.026
Appears in Collections:Marketing

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