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Conflicts at the bottom of the pyramid: profitability, poverty alleviation, and neoliberal governmentality

Varman, Rohit, Skålén, Per and Belk, Russell W. 2012, Conflicts at the bottom of the pyramid: profitability, poverty alleviation, and neoliberal governmentality, Journal of public policy & marketing, vol. 31, no. 1, Spring, pp. 19-35, doi: 10.1509/jppm.10.026.

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Title Conflicts at the bottom of the pyramid: profitability, poverty alleviation, and neoliberal governmentality
Author(s) Varman, Rohit
Skålén, Per
Belk, Russell W.
Journal name Journal of public policy & marketing
Volume number 31
Issue number 1
Season Spring
Start page 19
End page 35
Total pages 18
Publisher American Marketing Association
Place of publication Ann Arbor, Mich.
Publication date 2012
ISSN 0743-9156
Keyword(s) public policy
governmentality
bottom of the pyramid
neoliberalism
poverty alleviation
Summary 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.
Language eng
DOI 10.1509/jppm.10.026
Field of Research 150506 Marketing Theory
15 Commerce, Management, Tourism And Services
16 Studies In Human Society
11 Medical And Health Sciences
Socio Economic Objective 899999 Information and Communication Services not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2012, American Marketing Association
Persistent URL http://hdl.handle.net/10536/DRO/DU:30080144

Document type: Journal Article
Collections: Open Access Collection
Department of Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.