Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 494748
Title Step-Change : Micro-Entrepreneurs’ Entry into the Middle-Class Market
Author(s) Babah Daouda, Falylath; Ingenbleek, P.T.M.; Trijp, H.C.M. van
Source Journal of African Business (2016). - ISSN 1522-8916 - p. 129 - 147.
DOI http://dx.doi.org/10.1080/15228916.2016.1126882
Department(s) Marketing and Consumer Behaviour
WASS
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) business development - micro-entrepreneurs - poverty - resource-based view - Social mobility
Abstract

With upcoming middle classes in Africa, micro-entrepreneurs witness new opportunities that can potentially lift them out of poverty. Exploiting these opportunities requires entrepreneurs to make a ‘step-change’ away from the bottom of the pyramid to middle-class markets. This process hosts potential conflicts between informal-sector and formal-sector stakeholders as it requires both new resources and continued access to existing resources. By taking a strategic marketing perspective, this study labels and defines the phenomenon of step-change and offers an explanatory conceptual framework for it. The article draws implications for business development, the gender debate, as well as academic research.

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