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Market Separations for BOP Producers: The Case of Market Development for the Chanderi Cluster Weavers in India

机译:BOP生产商的市场分隔:印度Chanderi集群织布机市场开发的案例

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摘要

In this article, we study the Chanderi handloom cluster as a case of market development by applying and extending Bartels' (1968) theory of market separations. We conduct 12 in-depth semi-structured interviews of various stakeholders involved in the process of market development and validate four market separations suggested by Bartels. Additionally, we also find evidence of a new (fifth) market separation, which we label as 'social market separation'. We empirically argue that social separation is an equally important market separation that inhibits market development at the Bottom of Pyramid (BOP), often acting as a barrier to market development It may manifest in various forms such as overbearing social customs and regressive socio-cultural practices that may adversely impact the BOP producers' capacity to produce or reduce their access to the markets. The implications of our study for development organizations as well as for marketers include recognizing the importance of conducting market linkages programmes for BOP producers by efficient reduction of five market separations to accelerate market development at BOP, leading to developmental gains.
机译:在本文中,我们通过应用和扩展Bartels(1968)的市场分离理论,研究了Chanderi手织机集群作为市场发展的案例。我们对参与市场开发过程的各个利益相关者进行了12次深入的半结构化访谈,并验证了Bartels建议的四个市场分离。此外,我们还发现了新的(第五个)市场分离的证据,我们将其标记为“社会市场分离”。我们凭经验论证,社会分离是同等重要的市场分离,它抑制了金字塔底层(BOP)的市场发展,常常成为市场发展的障碍。它可能表现为各种形式,例如霸道的社会习俗和回归的社会文化习俗这可能会对国际收支生产者的生产能力或进入市场的机会产生不利影响。我们的研究对发展组织以及市场营销人员的意义包括,认识到通过有效减少五个市场分隔以加速BOP的市场发展,带来发展收益,为BOP生产者实施市场联系计划的重要性。

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