Appropriation of Community Knowledge

Author:

Beninger Stefanie1,Francis June N. P.2

Affiliation:

1. Beedie School of Business, Simon Fraser University, Vancouver, Canada

2. Faculty of Environment and Beedie School of Business, Simon Fraser University, Vancouver, Canada

Abstract

In Base of the Pyramid (BoP) and subsistence marketplaces literature, a general consensus prevails that the process of creating solutions for the poor is most successful when marketers gain a local perspective. This paper highlights that, as companies seek this local perspective within impoverished communities, they can appropriate community knowledge. Drawing on research in the area of community knowledge, an area of growing importance that is all but missing from the marketing literature, this paper explicates key features of community knowledge. Appropriation of community knowledge can have potential benefits to communities, but also can cause social harm, including undermining financial, economic, and cultural safety, in the BoP community. The papers proposes a framework, bridging ethical and legal approaches, that guides marketers to consider consent, cognitive justice, capacity, and community impact in order to mitigate harm and generate social benefits.

Publisher

SAGE Publications

Subject

Marketing

Reference78 articles.

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2. Alvesalo Anne (1999), “Meeting the Expectations of the Local Community on Safety–What About White-Collar Crime?” paper presented at the 27th Annual Conference of the European Group for the Study of Deviance and Social Control, Palanga, Lithuania (September 2-5).

3. The Last Frontier: Market Creation in Conflict Zones, Deep Rural Areas, and Urban Slums

4. Impact at the ‘Bottom of the Pyramid’: The Role of Social Capital in Capability Development and Community Empowerment

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