Intertwined Destinies: How Subsistence Entrepreneurs and Consumers Harness Social Capital to Overcome Constraints and Uncertainties

Srinivas Venugopal, University of Illinois at Urbana-Champaign, USA
Madhu Viswanathan, University of Illinois at Urbana-Champaign, USA
Raj Echambadi, University of Illinois at Urbana-Champaign, USA
Srinivas Sridharan, Monash University, Australia
We study how subsistence consumer-entrepreneur dyad harnesses social capital to create mutual value in subsistence marketplaces. We employ the nuanced dimensions of social capital as a theoretical lens to explain how the subsistence entrepreneur-consumer dyad creates unique value by overcoming constraints and uncertainty, which characterize life in poverty.
[ to cite ]:
Srinivas Venugopal, Madhu Viswanathan, Raj Echambadi, and Srinivas Sridharan (2012) ,"Intertwined Destinies: How Subsistence Entrepreneurs and Consumers Harness Social Capital to Overcome Constraints and Uncertainties", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 788-789.