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 497511
Title Integrating Producers at the Base of the Pyramid with Global Markets: A Market Learning Approach
Author(s) Adékambi, S.A.; Ingenbleek, P.T.M.; Trijp, J.C.M. van
Source Jounal of International Marketing 23 (2015)4. - ISSN 1069-031X - p. 44 - 63.
Department(s) Marketing and Consumer Behaviour
WASS
Publication type Refereed Article in a scientific journal
Publication year 2015
Keyword(s) base of the pyramid - supply chains - export market integration - market learning - developing and emerging countries
Abstract International marketing literature suggests that through market learning, businesses develop market-valued capabilities
that are the basis of their performance. Therefore, market learning is also of importance to producers at the base of the
pyramid (BoP), whose ability to climb out of poverty often depends on the purchasing power of those in export markets.
However, the ways in which BoP-producer-based export chains learn from foreign users of their products and
incorporate these insights into their decisions are not yet clear. Using case studies from Benin, the authors examine how
market learning processes function in supply chains at the BoP. A cross-case comparison suggests that market connections
are established when export market information is generated by formal-sector organizations and when such
organizations establish formal ways of sharing information with BoP producers. The access to export markets becomes
sustainable if formal institutions also support the use of information. The study has implications for procurement by
exporters and for pro-poor development.
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