Agri-Food Marketing in Bottom of the Pyramid-Subsistence Markets in Developing Economies: A Stocktaking and Reflection of Previous Research Conducted

Abstract

The article is a stocktaking and reflection of research conducted over a two decade period in developing economies on agri-food marketing, set in bottom of the pyramid-subsistence market contexts. The article is based on previously published research provided by the author, research work conducted that was not published formally and publicly, and on personal experiences of the author in working and researching in developing economies in Africa and the Middle East in terms of, for example, development projects, and collaborations with private enterprises, public organizations, nongovernmental organizations, universities and research centres. The article provides for an ‘all under one roof’ stocktaking and reflection of the findings from the numerous researches conducted over the years and is based on evidence from such findings. It provides, based on such evidence, conclusions on agrifood marketing in bottom of the pyramid-subsistence markets in developing economies in terms of practices and what needs to be done, to improve such practices.