Redefining the bottom of the pyramid from a marketing perspective

  • Dicle Yurdakul, Deniz Atik, Nikhilesh Dholakia
  • Marketing Theory, April 2017, SAGE Publications
  • DOI: 10.1177/1470593117704265

Deprivation and Poverty as Socioculturally Felt Conditions: A Study from Turkey

What is it about?

This paper is a published output based on the doctoral dissertation of Dicle Yurdakul, done under the supervision of Deniz Atik at Izmir University of Economics, Turkey. I was one of the external examiners for this work. Dicle has developed very grounded a view of the strongly felt deprivation at the bottom-of-the-income-pyramid, based on fieldwork in Turkey. Her work finds that intensely felt deprivation, under conditions of intensive promotion of globally desired brands, could be as acute as abject poverty under very low income situations.

Why is it important?

The global and national policy discourses on poverty, poverty alleviation, and bottom-of-the-pyramid (BOP) strategies would benefit greatly by bringing into the discussions the socioculturally grounded concepts of deprivation in intensive global brandscapes. This paper and other works by Dicle Yurdakul and coauthors provide a great starting point for this.

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The following have contributed to this page: Dr Nikhilesh Dholakia and Deniz Atik