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Creative consumers in impoverished situations

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  • Stefanie Beninger
  • Karen Robson

Abstract

This conceptual paper illustrates the presence of creative consumers in impoverished situations. This paper argues that consumers in the base of the pyramid are creative in their consumption and presents a series of propositions related to this phenomenon. Through the use of over 30 real-world examples, this paper aims to provide insight into creative consumption in the base of the pyramid. Understanding creative consumption in subsistence situations is interesting from an academic perspective, given the current dearth of literature on the topic, as well as from a managerial perspective. For organisations, understanding the role the creativity can and does play in the lives of consumers can lead to improved design of valuable solutions to this under-served market. This paper is intended to inform an audience including academics and practitioners interested in creative consumers and the base of the pyramid.

Suggested Citation

  • Stefanie Beninger & Karen Robson, 2014. "Creative consumers in impoverished situations," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 6(4), pages 356-370.
    • Handle: RePEc:ids:ijbema:v:6:y:2014:i:4:p:356-370
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    Cited by:

    1. Robson, Karen & Wilson, Matthew & Pitt, Leyland, 2019. "Creating new products from old ones: Consumer motivations for innovating autonomously from firms," Technovation, Elsevier, vol. 88(C).
    2. Beninger, Stefanie & Robson, Karen, 2015. "Marketing at the base of the pyramid: Perspectives for practitioners and academics," Business Horizons, Elsevier, vol. 58(5), pages 509-516.

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