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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 788-789.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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