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. Attached Files Name Description MIMEType Size Downloads varman-conflictsatthebottom-2012.pdf Published version application/pdf 423.24KB 175 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 Free to Read? Yes Persistent URL http://hdl.handle.net/10536/DRO/DU:30080144 Document type: Journal Article Collections: Faculty of Business and Law Open Access Collection Department of Marketing Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. 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. Versions Version Filter Type Tue, 08 Dec 2015, 13:00:23 EST Wed, 09 Dec 2015, 04:02:46 EST Thu, 21 Jan 2016, 10:12:43 EST Thu, 21 Jan 2016, 10:19:42 EST Wed, 27 Jan 2016, 13:14:07 EST Wed, 07 Sep 2016, 10:53:57 EST Sat, 17 Jun 2017, 02:39:34 EST Wed, 06 Dec 2017, 06:49:29 EST Thu, 08 Feb 2018, 09:31:44 EST Thu, 08 Feb 2018, 09:32:57 EST Fri, 07 Sep 2018, 18:10:55 EST Filtered Full Citation counts:   Cited 43 times in TR Web of Science Cited 50 times in Scopus Search Google Scholar Access Statistics: 339 Abstract Views, 176 File Downloads  -  Detailed Statistics Created: Tue, 08 Dec 2015, 13:00:23 EST

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