Overcoming institutional voids in subsistence marketplaces: a Zimbabwean entrepreneurial case

Iain A. Davies, Alf Torrents

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)


This case study explores an entrepreneurial venture as it deals with the challenges of operating in Zimbabwe, a country with high levels of poverty, limited institutional frameworks, and no national currency. It investigates how the venture has overcome institutional voids to challenge the existing monopoly, and succeeded in establishing itself, and thrived, in a contracting Sub-Saharan economy. In so doing the case has reshaped the existing marketing system by increasing competition, lowering prices, providing income for more than 2,000 people, and better quality products for the urban subsistence community. Specifically this paper looks at what resources are critical to reshaping subsistence marketing systems, and provides insights into the marketing channels and networks that have led to this change.

Original languageEnglish
Pages (from-to)255-267
Number of pages13
JournalJournal of Macromarketing
Issue number3
Early online date10 Mar 2017
Publication statusPublished - 1 Sep 2017


  • base of the pyramid
  • entrepreneurship in sub-Saharan Africa
  • poverty solutions
  • subsistence markets

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