Ted London|Heather Esper|Andrew Grogan?Kaylor|Geoffrey M. Kistruck
Connecting Poverty to Purchase in Informal Markets
University of Michigan–Ann Arbor|Ross School|University of Michigan–Ann Arbor|Michigan United|University of Michigan–Ann Arbor|York University
b aseofthe p yramid bop enterprises seek serve impoverished customers informal markets bop enterprises grown prominence comparatively little multidimensional theoretical work explored customers ultimately elect purchase products using sample 555 potential customers rural ndia results indicate influence different dimensions poverty likelihood purchase largely function strength formal institutional environment specifically stronger formal institutional environments act complement substitute influence individual networklevel norms purchasing decisions informal markets copyright 2014 strategic management society