List of Non-HBS articles and papers for “Marketing to the Base of the Pyramid Consumers”

1. The Fortune at the Bottom of the Pyramid (Prahalad and Hart (2002), Strategy +
Business, issue 26, first quarter) – Free Article available - https://www.strategy-
business.com/article/11518?gko=9b3b4
2. The Mirage of Marketing to the Bottom of the Pyramid : How the private sector can help
alleviate poverty (Karnani (2007), California Management Review, Vol. 49, No. 4 Summer
2007) http://eds.a.ebscohost.com/eds/detail/detail?vid=1&sid=921b8123-6997-
4979-bba5-24fe46f6c942%40sdc-v-
sessmgr02&bdata=JnNpdGU9ZWRzLWxpdmU%3d#db=edsjsr&AN=edsjsr.10.2307.411
66407

3. Rohit Varman, Per Skålén, Russell W. Belk (2012) Conflicts at the Bottom of the
Pyramid: Profitability, Poverty Alleviation, and Neoliberal Governmentality. Journal
of Public Policy & Marketing: Spring 2012, Vol. 31, No. 1, pp. 19-35.
http://search.ebscohost.com/login.aspx?direct=true&db=edsgao&AN=edsgcl.29432
3083&site=eds-live

4. Chatterjee, Partha (2008), Democracy and Economic Transformations in India,

Economic & Political Weekly, Vol. 43, Issue No. 16, 19 Apr 2008.
https://www.epw.in/journal/2008/16/special-articles/democracy-and-economic-
transformation-india.html

5. Khare, Apoorv & Rohit Varman (2016), Kafkaesque institutions at the base of the
pyramid, Journal of Marketing Management, Volume 32, 2016 - Issue 17-18.
https://www.tandfonline.com/doi/full/10.1080/0267257X.2016.1247908

6. Undertaking research at the bottom of the pyramid using qualitative methods

(TendaiChikweche, Richard Fletcher, (2012), Qualitative Market Research: An
International Journal, Vol. 15 Iss 3 pp. 242.
https://www.emerald.com/insight/content/doi/10.1108/13522751211231978/full/htm
l

7. Patnaik, Utsa (2010), Trends in Urban Poverty under Economic Reforms: 1993-94 to
2004-05, Economic & Political Weekly, vol xlv no 4.
https://www.epw.in/journal/2010/04/special-articles/trends-urban-poverty-under-
economic-reforms-1993-94-2004-05.html

8. Exchanges in Marketing Systems: The Case of SCM in Chennai, India (Viswanathan,

Rosa, and Ruth (2010), Journal of Marketing, Vol 74 (May)).
http://search.ebscohost.com/login.aspx?direct=true&db=edsgao&AN=edsgcl.22592
4645&site=eds-live
9. Competitive and Cooperative Behavior in Embedded Markets (Varman and Costa
2009, Journal of Retailing) -
https://www.sciencedirect.com/science/article/pii/S0022435909000220

10. Beyond the Factory: Globalisation, Informalisation of Production and the New
Locations of Labour (Sanyal and Bhattacharyya, May 30, 2009, Economic and
Political Weekly) - https://www.epw.in/journal/2009/22/review-labour-review-
issues-specials/beyond-factory-globalisation-informalisation

11. Doing Well by Doing Good (Karnani 2007, Strategic Management Journal, vol 28,
pp. 1351-1357) - https://onlinelibrary.wiley.com/doi/epdf/10.1002/smj.645

12. Gupta (2005), Whither the Indian village, Economic and Political Weekly, February 19, 2005.
- https://www.epw.in/system/files/pdf/2005_40/08/Whither_the_Indian_Village.pdf

13. Talukdar (2008), Cost of Being Poor: Retail Price and Consumer Price Search Difference
across inner-city and suburban neighborhoods -
https://www.jstor.org/stable/pdf/10.1086/589563.pdf
https://academic.oup.com/jcr/article/35/3/457/1856244

14. The economic lives of the poor (Banerjee and Duflo (2007), Journal of Economic
Perspectives, Volume 21, Number 1, Winter 2007, Pages 141–167. -
https://pubs.aeaweb.org/doi/pdfplus/10.1257/jep.21.1.141

15. Henry Chesbrough; Shane Ahern; Megan Finn; Stephane Guerraz (2006), Business Models
for Technology in the Developing World: THE ROLE OF NONGOVERNMENTAL
ORGANIZATIONS, California Management Review, Vol 48, Issue 3, 2006. -
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=20869019&site=eds-
live

16. Prabhu, Tracey & Hassan (2017), Marketing to the poor: an institutional model of
exchange, AMS Rev (2017) 7:101–122. -
https://link.springer.com/content/pdf/10.1007%2Fs13162-017-0100-0.pdf

17. Socially Responsible Distribution: Strategies for Reaching the Bottom of the Pyramid
http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=7&sid=979de177-
3928-4ff0-9e47-1e5d3f4563d3%40sessionmgr4008

18. Microfinance and the challenge of financial inclusion for development, Jayati Ghosh
(2013), Cambridge Journal of Economics, Volume 37, Issue 6, November 2013,
Pages 1203–1219, https://academic.oup.com/cje/article/37/6/1203/1734383