Overcoming Institutional Voids in Subsistence Marketplaces A Zimbabwean Entrepreneurial Case

This case study explores an entrepreneurial venture as it deals with the challenges of operating in Zimbabwe, a country with high levels of poverty, limited institutional frameworks, and no national currency. It investigates how the venture has overcome institutional voids to challenge the existing...

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Bibliographic Details
Published in:	Journal of macromarketing Vol. 37; no. 3; pp. 255 - 267
Main Authors:	Davies, Iain A., Torrents, Alf
Format:	Journal Article
Language:	English
Published:	Los Angeles, CA SAGE Publications 01-09-2017 SAGE PUBLICATIONS, INC
Subjects:	Marketing subsistence markets entrepreneurship in sub-Saharan Africa poverty solutions base of the pyramid
Online Access:	Get full text
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Summary:	This case study explores an entrepreneurial venture as it deals with the challenges of operating in Zimbabwe, a country with high levels of poverty, limited institutional frameworks, and no national currency. It investigates how the venture has overcome institutional voids to challenge the existing monopoly, and succeeded in establishing itself, and thrived, in a contracting Sub-Saharan economy. In so doing the case has reshaped the existing marketing system by increasing competition, lowering prices, providing income for more than 2,000 people, and better quality products for the urban subsistence community. Specifically this paper looks at what resources are critical to reshaping subsistence marketing systems, and provides insights into the marketing channels and networks that have led to this change.
ISSN:	0276-1467 1552-6534
DOI:	10.1177/0276146717698020