Viswanathan, Madhubalan; Sreekumar, Arun - In: European Journal of Marketing 53 (2019) 6, pp. 1254-1274
Purpose: The purpose of this paper is to provide a perspective on consumers and technology in a changing world using insights gained from subsistence marketplaces. Consumers in a changing world are on different parts of the economic spectrum and are also reflected in contexts of poverty that is...