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    Rights statement: The final, definitive version of this article has been published in the Journal, Marketing Theory, ? (?), 2017, © SAGE Publications Ltd, 2017 by SAGE Publications Ltd at the Marketing Theory page: http://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/

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Women entrepreneurs: how power operates in bottom of the pyramid-marketing discourse

Research output: Contribution to journalJournal articlepeer-review

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Women entrepreneurs : how power operates in bottom of the pyramid-marketing discourse. / Hopkinson, Gillian Clare; Aman, Asad.

In: Marketing Theory, 18.04.2017.

Research output: Contribution to journalJournal articlepeer-review

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@article{b0688219c7594a138e20628d69842a48,
title = "Women entrepreneurs: how power operates in bottom of the pyramid-marketing discourse",
abstract = "The paper explores hegemony in bottom of the pyramid (BOP) marketing, specifically rural distribution schemes operated through women. Using Laclau and Mouffe{\textquoteright}s theory of discourse the paper considers the joint articulation of {\textquoteleft}women entrepreneurs{\textquoteright} through analysis of the Unilever Shakti system. It argues the discourse shapes subject positions, prescribes conduct and defines actors and the relationships between them. Discursive construction of entrepreneurs and empowered mothers obscures, to an extent, economic aspects of the arrangement. It also imposes new forms of conduct without unsettling traditional hierarchies. Further research is needed in relating such schemes both to western forms of distribution and to other forms of market and models of distribution in BOP locations.",
keywords = "Articulation, bottom of the pyramid, discourse, hegemony, Laclau and Mouffe, power, Shakti, women empowerment",
author = "Hopkinson, {Gillian Clare} and Asad Aman",
note = "The final, definitive version of this article has been published in the Journal, Marketing Theory, ? (?), 2017, {\textcopyright} SAGE Publications Ltd, 2017 by SAGE Publications Ltd at the Marketing Theory page: http://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/ ",
year = "2017",
month = apr,
day = "18",
doi = "10.1177/1470593117704280",
language = "English",
journal = "Marketing Theory",
issn = "1470-5931",
publisher = "SAGE Publications Ltd",

}

RIS

TY - JOUR

T1 - Women entrepreneurs

T2 - how power operates in bottom of the pyramid-marketing discourse

AU - Hopkinson, Gillian Clare

AU - Aman, Asad

N1 - The final, definitive version of this article has been published in the Journal, Marketing Theory, ? (?), 2017, © SAGE Publications Ltd, 2017 by SAGE Publications Ltd at the Marketing Theory page: http://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/

PY - 2017/4/18

Y1 - 2017/4/18

N2 - The paper explores hegemony in bottom of the pyramid (BOP) marketing, specifically rural distribution schemes operated through women. Using Laclau and Mouffe’s theory of discourse the paper considers the joint articulation of ‘women entrepreneurs’ through analysis of the Unilever Shakti system. It argues the discourse shapes subject positions, prescribes conduct and defines actors and the relationships between them. Discursive construction of entrepreneurs and empowered mothers obscures, to an extent, economic aspects of the arrangement. It also imposes new forms of conduct without unsettling traditional hierarchies. Further research is needed in relating such schemes both to western forms of distribution and to other forms of market and models of distribution in BOP locations.

AB - The paper explores hegemony in bottom of the pyramid (BOP) marketing, specifically rural distribution schemes operated through women. Using Laclau and Mouffe’s theory of discourse the paper considers the joint articulation of ‘women entrepreneurs’ through analysis of the Unilever Shakti system. It argues the discourse shapes subject positions, prescribes conduct and defines actors and the relationships between them. Discursive construction of entrepreneurs and empowered mothers obscures, to an extent, economic aspects of the arrangement. It also imposes new forms of conduct without unsettling traditional hierarchies. Further research is needed in relating such schemes both to western forms of distribution and to other forms of market and models of distribution in BOP locations.

KW - Articulation

KW - bottom of the pyramid

KW - discourse

KW - hegemony

KW - Laclau and Mouffe

KW - power

KW - Shakti

KW - women empowerment

U2 - 10.1177/1470593117704280

DO - 10.1177/1470593117704280

M3 - Journal article

JO - Marketing Theory

JF - Marketing Theory

SN - 1470-5931

ER -