research overview
- My research program centers on examining how consumers and producers located in subsistence marketplaces– go about participating in markets in a sustained and meaningful manner against all odds. The common thread running through my research activities is a unique interest in marketing and entrepreneurship in resource constrained markets (i.e. subsistence marketplaces). I employ a bottom-up analysis to research at the intersection of poverty and marketplaces. My core interests are: (i) agricultural marketing systems – the evolution of a series of complex marketing exchange decisions that small farmers make within the context of marketing systems, (ii) subsistence entrepreneurship – the market behaviour of entrepreneurs in contexts of human poverty, iii) financial inclusion and financial access – the implications of inadequate access to finance and financial systems to SME entrepreneurship and (iv) digital technology & innovation in marketing systems.