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Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists

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  • Ingenbleek, Paul T.M.
  • Tessema, Workneh Kassa
  • van Trijp, Hans C.M.

Abstract

The typical characteristics of subsistence markets challenge not only the generalizability of marketing theories but also the applicability and validity of the field research methods generally practiced by marketing researchers. This article discusses challenges inherent to field research in subsistence markets that may influence bias and equivalence. Moreover, it illustrates these challenges with a study of the market orientation–performance relationship in pastoralist subsistence markets in Ethiopia. Consistent with the market orientation framework, the study's findings suggest that creating value for customers should be a primary concern in subsistence markets, similar to high-income markets. This study provides practical guidance for future studies testing marketing theories in subsistence contexts.

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  • Ingenbleek, Paul T.M. & Tessema, Workneh Kassa & van Trijp, Hans C.M., 2013. "Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 83-97.
    • Handle: RePEc:eee:ijrema:v:30:y:2013:i:1:p:83-97
    DOI: 10.1016/j.ijresmar.2012.11.003
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    Cited by:

    1. Gugissa, Desalegn A. & Ingenbleek, Paul T.M. & van Trijp, Hans C.M., 2021. "Market knowledge as a driver of sustainable use of common-pool resources: A lab-in-the-field study among pastoralists in Ethiopia," Ecological Economics, Elsevier, vol. 185(C).
    2. Akareem, Husain Salilul & Ferdous, Ahmed Shahriar & Todd, Mikala, 2021. "Impact of patient portal behavioral engagement on subsistence consumers' wellbeing," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 501-517.
    3. Frambach, Ruud T. & Fiss, Peer C. & Ingenbleek, Paul T.M., 2016. "How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies, and environments," Journal of Business Research, Elsevier, vol. 69(4), pages 1428-1436.
    4. Basim Abbas KRAIDY JASSMY & Cristian Silviu BANACU & Zaki Muhammad ABBAS BHAYA & Latif ATIYA, 2017. "The Coordination Between Internal Environment And Strategic Orientation To Enhance Commitment Behavior: Empirical Study In Iraqi Private Banks," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(1), pages 359-377, November.
    5. Desalegn A. Gugissa & Paul T.M. Ingenbleek & Hans C.M. van Trijp & Mebrahtu L. Teklehaimanot & Workneh K. Tessema, 2021. "When natural resources run out, market knowledge steps in: Lessons on natural resource deployment from a longitudinal study in a resource‐scarce region of Ethiopia," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1598-1609, May.
    6. Mariana Marques Lima & Emerson Wagner Mainardes & Ricardo Gouveia Rodrigues, 2020. "Tourist expectations and perception of service providers: a Brazilian perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 131-166, March.

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