Purpose – The purpose of this paper is to discuss innovative consumer marketing approaches for simultaneous business success and social empowerment at the bottom of the pyramid (BOP) or in subsistence marketplaces. Design/methodology/approach – The paper draws from a research program...

Purpose – This paper aims to study English as second language (ESL) consumers in the USA. The authors seek to focus on consumers who are literate in their native country, yet akin to fish out of water due to language difficulties and unfamiliarity with the marketplace....

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...