From impactful research to sustainable innovations for subsistence marketplaces

Subsistence marketplaces, sometimes known as the base of the pyramid or BOP, are resource-poor communities mostly concentrated in developing countries. While traditionally viewed as difficult to do business in, some firms, entrepreneurs, and nonprofit organizations are choosing to address the needs as well as leverage the opportunities within these communities. In so doing, they are advancing the frontier of marketing and delivering sustainable innovations. This special issue is dedicated to understanding these advancements, insights, and processes from multiple perspectives. The research herein was presented at the Third Subsistence Marketplaces Conference held in 2010. Collectively, the studies describe new theories and frameworks on individual, organizational, and market dynamics specific to subsistence environments, along with empirical evidence gathered through surveys, experiments, depth interviews, and observations of how these dynamics work. As a consequence, it is clear that knowledge on the rich complexity of BOP lives is growing rapidly, and being translated into economically impactful, socially meaningful, and sustainably innovative endeavors. This special issue is one contribution toward that end, benefitting hopefully all its participants, now and into the future.