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.
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
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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.