Seminar by Prof. Steve Bradley, Baylor University
Event details
| Date | 05.10.2018 |
| Hour | 12:00 › 13:30 |
| Speaker | Prof. Steve Bradley, Baylor University |
| Location | |
| Category | Conferences - Seminars |
"The Role of Marketing Capabilities for Microventure Performance and Individual Well-being in Subsistence Markets"
Abstract
Alleviating poverty through entrepreneurship continues to attract the interest of businesses, policy makers, and scholars. Many efforts focus on access to financial capital through microcredit and other sources. Yet, far less empirical research has investigated the marketplace capabilities that subsistence entrepreneurs use every day to interact with customers and sell products. Using the lens of resource depletion theory, we examine the effects of differing marketing strategies adopted by entrepreneurs in an impoverished context. To do so, we sample 479 entrepreneurs in a Kenyan microcredit program. We also conduct a two experiments to confirm the mechanisms proposed. We find that the marketing construct of customer orientation is associated with positive outcomes, but being customer-oriented is also less likely under conditions of increasing poverty. We find that psychological and social resources attenuate the negative poverty-customer orientation relationship. These findings have important implications for understanding social exchange in developing markets and strategic implications for training in empowerment-based poverty alleviation programs working with microventures.
Abstract
Alleviating poverty through entrepreneurship continues to attract the interest of businesses, policy makers, and scholars. Many efforts focus on access to financial capital through microcredit and other sources. Yet, far less empirical research has investigated the marketplace capabilities that subsistence entrepreneurs use every day to interact with customers and sell products. Using the lens of resource depletion theory, we examine the effects of differing marketing strategies adopted by entrepreneurs in an impoverished context. To do so, we sample 479 entrepreneurs in a Kenyan microcredit program. We also conduct a two experiments to confirm the mechanisms proposed. We find that the marketing construct of customer orientation is associated with positive outcomes, but being customer-oriented is also less likely under conditions of increasing poverty. We find that psychological and social resources attenuate the negative poverty-customer orientation relationship. These findings have important implications for understanding social exchange in developing markets and strategic implications for training in empowerment-based poverty alleviation programs working with microventures.
Practical information
- General public
- Free