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

[img]
Preview
PDF (women_entrepreneurs_v2 (1))
women_entrepreneurs_v2_1_.pdf - Accepted Version
Available under License Creative Commons Attribution-NonCommercial.

Download (407kB)

Abstract

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
Journal or Publication Title: Marketing Theory
Additional Information: 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/
Uncontrolled Keywords: /dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
Departments: Lancaster University Management School > Marketing
ID Code: 76519
Deposited By: ep_importer_pure
Deposited On: 08 May 2017 16:02
Refereed?: Yes
Published?: Published
Last Modified: 23 Feb 2020 02:57
URI: https://eprints.lancs.ac.uk/id/eprint/76519

Actions (login required)

View Item View Item