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Subalterns, empowerment and the failed imagination of markets

journal contribution
posted on 2017-01-01, 00:00 authored by A Khare, Rohit Varman
In our earlier paper, we drew upon Franz Kafka’s literary writings to attend to the repressive sides of the State and markets and their impact on subaltern positions. Moreover, we pointed to some of the key limitations in the theories of the base of the pyramid and subsistence marketplace. In this paper, responding to the commentaries, we clarify some doubts, provide correctives to misinterpretations and further develop the broad theoretical argument we made in our earlier paper. In response to Viswanathan’s commentary, we specifically clarify the role of neoliberal ideology as it impels discourse of subsistence markets. Moreover, as a corrective to Karnani’s reading, we explain the limitations of the State, markets and private enterprises in alleviating poverty in India. Through these clarifications, we ask scholars to attend to systemic features of the current political economy that create poverty and call for an imagination beyond the current capitalist zeitgeist to empower the subaltern.

History

Journal

Journal of marketing management

Volume

33

Issue

17-18

Pagination

1593 - 1602

Publisher

Taylor & Francis

Location

Abingdon, Eng.

ISSN

0267-257X

eISSN

1472-1376

Language

eng

Publication classification

C1 Refereed article in a scholarly journal; C Journal article

Copyright notice

2017, Westburn Publishers Ltd

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