Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces

  • Madhu Viswanathan
  • S. Gajendiran
  • R. Venkatesan

About this book

Introduction

This book describes research on low-literate, poor buyers and sellers in subsistence marketplaces, the consequent development of an innovative marketplace literacy educational program that enables consumer and entrepreneurial literacy, and implications of the research and the educational program for business, education, and a variety of disciplines and functions. There are two important resources that individuals living in subsistence need to function in the economic realm: finances and know-how. The book describes an educational program that focuses on enabling generic skills about the marketplace. This program uses the "know-why" or an understanding of marketplaces as a basis for the know-how of being an informed buyer or seller. This volume discusses implications of the research and the educational program for non-profit organizations, for research and practice in education, for business research and practice, and for academic and applied research.

Keywords

Business Import bottom of the pyramid consumer literacy education entrepreneurial literacy marketplace literacy subsistence marktetplaces

Authors and affiliations

  • Madhu Viswanathan
    • 1
  • S. Gajendiran
    • 2
  • R. Venkatesan
    • 2
  1. 1.Marketplace Literacy Project and University of IllinoisChampaignUSA
  2. 2.Marketplace Literacy Project and SDV Educational TrustChennaiIndia

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-4020-5769-4
  • Copyright Information Springer Netherlands 2008
  • Publisher Name Springer, Dordrecht
  • eBook Packages Humanities, Social Sciences and Law
  • Print ISBN 978-1-4020-5768-7
  • Online ISBN 978-1-4020-5769-4
  • About this book