Poverty, livelihood and class in rural South Africa☆
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2022, Industrial Marketing ManagementCitation Excerpt :Therefore, B2B ventures are primarily driven by interpersonal relationships and social exchanges to make business decisions and reduce uncertainty in facilitating the survival and financial well-being of micro-entrepreneurs in subsistence settings (Greve & Salaff, 2003; Hani, Akter, et al., 2021; Hani, Wickramasinghe, & Kattiyapornpong, 2021; Iacobucci & Ostrom, 1996; Sridharan, Barrington, & Saunders, 2017). Although a large number of studies have been conducted on subsistence marketplaces and end users, exploring physical resource constraints, education and literacy, infrastructure, and institutionalism (Achrol & Kotler, 1999; Carter, 1999; Galab & Rao, 1983; Montgomery, 1996; Narayan & Prichett, 1999; Prahalad, 2005; Viswanathan, 2007; Viswanathan et al., 2008a, 2008b; Viswanathan et al., 2021; Viswanathan & Jose, 2007; Viswanathan, Rosa, & Harris, 2005; Viswanathan & Sridharan, 2009), there is a paucity of research on business relationship quality in this context (Raghubanshi et al., 2021). Alvarez and Barney (2014) highlight that micro-entrepreneurs create the primary marketplace in a subsistence economy to meet their end needs.
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The authors thank anonymouse referees of this journal as well as seminar participants at the Land and Agricultural Policy Centre, the University of Natal, Loyola University, Stanford University and the University of Wisconsin for their many and useful comments