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SUMMARY:Seminar by Prof. Steve Bradley\, Baylor University
DTSTART:20181005T120000
DTEND:20181005T133000
DTSTAMP:20260919T231427Z
UID:b170cf2d2c0ff696c1fe47cb884e0e9347d5a4ff8b558d660dc496bd
CATEGORIES:Conferences - Seminars
DESCRIPTION:Prof. Steve Bradley\, Baylor University\n"The Role of Marketin
 g Capabilities for Microventure Performance and Individual Well-being in S
 ubsistence Markets"\n\nAbstract\n\nAlleviating poverty through entrepreneu
 rship continues to attract the interest of businesses\, policy makers\, an
 d scholars. Many efforts focus on access to financial capital through micr
 ocredit and other sources. Yet\, far less empirical research has investiga
 ted the marketplace capabilities that subsistence entrepreneurs use every 
 day to interact with customers and sell products. Using the lens of resour
 ce depletion theory\, we examine the effects of differing marketing strate
 gies adopted by entrepreneurs in an impoverished context. To do so\, we sa
 mple 479 entrepreneurs in a Kenyan microcredit program.  We also conduct 
 a two experiments to confirm the mechanisms proposed. We find that the mar
 keting construct of customer orientation is associated with positive outco
 mes\, but being customer-oriented is also less likely under conditions of 
 increasing poverty. We find that psychological and social resources attenu
 ate the negative poverty-customer orientation relationship. These findings
  have important implications for understanding social exchange in developi
 ng markets and strategic implications for training in empowerment-based po
 verty alleviation programs working with microventures.\n 
LOCATION:ODY 4 03 https://plan.epfl.ch/?room==ODY%204%2003
STATUS:CONFIRMED
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