The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Anthropology at the bottom of the pyramid
Abstract
This article explores what anthropology has to say about contemporary business strategies for market expansion among poor consumers in Africa and Asia. Focusing on the activities of global consumer goods company Unilever in India, we show how anthropology can provide valuable insights into the hidden work and power relations involved in transforming an everyday commodity like soap into a composite object, what we call a ‘social good’, that is capable of simultaneously combating disease, tackling poverty and realizing value for shareholders.
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“Discourses of collaboration and inclusion tend to mask conflicts of interest, fragment informal economic networks and social capital, and subordinate poor communities to the economic logics of international business (Ansari, Munir and Gregg 2012;Arora and Romijn 2011;Cross and Street 2009;Dolan and Roll 2013).”
From Cannibalizing the Informal Economy: Frugal Innovation and Economic Inclusion in Africa (2018) · cites this paper as Cross and Street 2009
In the citing paper
“In the process, the social capital of the poor is hijacked by corporate capital in the service of formal sector profits, constituting a new form of 'accumulation by dispossession' (Elyachar 2012;Cross and Street 2009).”
From Cannibalizing the Informal Economy: Frugal Innovation and Economic Inclusion in Africa (2018) · cites this paper as Cross and Street 2009
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Citations
Cites
The Gift, the Indian Gift and the 'Indian Gift'
Parry, J. (1986) · Man · doi:10.2307/2803096 · Cited by 826
Research works printed but not linked: 15
- 10.3201/eid1110.041276 · DOI
- Burke T., 1996, Lifebuoy men, Lux women: Commodification, consumption, and cleanliness in modern Zimbabwe
- 10.1016/S1473-3099(03)00606-6 · DOI · Paper page
- 10.2105/AJPH.2006.090589 · DOI
- De Neve G., 2008, Hidden hands in the market: Ethnographies of fair trade, ethical consumption and corporate social responsibility, Research in Economic Anthropology Special Edition, 28, 1
- 10.1215/9780822387138 · DOI · Paper page
- 10.1016/S0140-6736(96)07135-8 · DOI
- 10.1525/can.2007.22.4.707 · DOI
- 10.1038/28970 · DOI · Paper page
- Murch M., 2003, Selling health: Hindustan Lever Limited and the soap market
- Prahalad C.K., 2006, The fortune at the bottom of the pyramid
- Rankin K.N., 2004, The cultural politics of social change: Economic liberalisation and social change in Nepal
- Shove E., 2003, Comfort, cleanliness and convenience: The social organization of normality
- Sridhar L., 2003, Handwash or eyewash: Selling soap in the name of public‐private partnerships.
- Unilever, 2005, Lifebuoy promotes handwashing with soap to improve health in India
Cited by
Mobile Money: Communication, Consumption and Change in the Payments Space
Maurer, B. (2012) · Journal of Development Studies · doi:10.1080/00220388.2011.621944 · Cited by 338
Cannibalizing the Informal Economy: Frugal Innovation and Economic Inclusion in Africa
Meagher, K. (2018) · The European Journal of Development Research · doi:10.1057/s41287-017-0113-4 · Cited by 175
Dolan, C., & Rajak, D. (2016) · The Journal of Development Studies · doi:10.1080/00220388.2015.1126249 · Cited by 144
Remote (Dis)engagement: Shifting Corporate Risk to the ‘Bottom of the Pyramid’
Roll, K., Dolan, C., & Rajak, D. (2021) · Development and Change · doi:10.1111/dech.12669 · Cited by 10
Metadata
- Authors
- Cross, J., & Street, A.
- Venue
- Anthropology Today
- Publisher
- Wiley
- Published
- 2009-07-27
- Volume
- 25
- Issue
- 4
- Pages
- 4-9
- ISSN
- 0268-540X
- 1467-8322
- Cited by
- 73
- References
- 1
- Language
- en
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
