Women entrepreneurs:how power operates in bottom of the pyramid-marketing discourse

Hopkinson, Gillian Clare and Aman, Asad (2017) Women entrepreneurs:how power operates in bottom of the pyramid-marketing discourse. Marketing Theory. ISSN 1470-5931

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The paper explores hegemony in bottom of the pyramid (BOP) marketing, specifically rural distribution schemes operated through women. Using Laclau and Mouffe’s theory of discourse the paper considers the joint articulation of ‘women entrepreneurs’ through analysis of the Unilever Shakti system. It argues the discourse shapes subject positions, prescribes conduct and defines actors and the relationships between them. Discursive construction of entrepreneurs and empowered mothers obscures, to an extent, economic aspects of the arrangement. It also imposes new forms of conduct without unsettling traditional hierarchies. Further research is needed in relating such schemes both to western forms of distribution and to other forms of market and models of distribution in BOP locations.

Item Type:
Journal Article
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Marketing Theory
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The final, definitive version of this article has been published in the Journal, Marketing Theory, ? (?), 2017, © SAGE Publications Ltd, 2017 by SAGE Publications Ltd at the Marketing Theory page: http://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/
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Deposited On:
08 May 2017 16:02
Last Modified:
22 Nov 2022 02:30