@article{f7fc09b1a4d24ab98d2a559f0c9feced,
title = "Ingraining product-relevant social good into business processes in subsistence marketplaces: The sustainable market orientation",
keywords = "Base of the pyramid, Literacy, Poverty, Subsistence marketplaces, Sustainability",
author = "Madhubalan Viswanathan and Anju Seth and Roland Gau and Avinish Chaturvedi",
year = "2009",
month = dec,
doi = "10.1177/0276146709345620",
language = "English",
volume = "29",
pages = "406--425",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "Sage Publications",
number = "4",
}