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Sustainable Innovation for Subsistence Marketplaces

Madhu Viswanathan

This course focuses on understanding subsistence marketplaces and designing business solutions for the billions of people living in poverty in the global marketplace. To develop understanding of these markets, we use exercises to that enable learners to view the world from the eyes of subsistence consumers and entrepreneurs, facilitate bottom‐up understanding generated by participants, and provide insights from extensive research. More broadly, the course uses the context of extreme resource constraints to learn about the bottom-up approach pioneered through the Subsistence Marketplaces Initiative and apply it in broadly. A parallel project will focus on understanding a specific need in a subsistence marketplace, and designing a solution and an enterprise plan for implementation.

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This course focuses on understanding subsistence marketplaces and designing business solutions for the billions of people living in poverty in the global marketplace. To develop understanding of these markets, we use exercises to that enable learners to view the world from the eyes of subsistence consumers and entrepreneurs, facilitate bottom‐up understanding generated by participants, and provide insights from extensive research. More broadly, the course uses the context of extreme resource constraints to learn about the bottom-up approach pioneered through the Subsistence Marketplaces Initiative and apply it in broadly. A parallel project will focus on understanding a specific need in a subsistence marketplace, and designing a solution and an enterprise plan for implementation.

You will be able to:

• Develop an understanding of subsistence marketplaces

• Design solutions for subsistence marketplaces

• Develop enterprise plans to implement solutions for subsistence marketplaces

• Apply the bottom-up approach for subsistence marketplaces and other contexts

This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

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What's inside

Syllabus

Course Orientation
You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course.
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Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Examines understanding of subsistence marketplaces, which is standard in business
Taught by Madhu Viswanathan, who are recognized for their work in business
Develops a deep expertise in understanding of subsistence marketplaces
Examines different immersion techniques in a bottom-up approach to subsistence marketplaces
Requires software and tools that are readily available in a typical household or in a library
Teaches relevant insights in understanding subsistence marketplaces
Provides structured ideas for implementing and designing solutions in subsistence marketplaces

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Reviews summary

Sustainable innovation for subsistence marketplaces course

According to learners, this course offers a highly relevant and unique focus on understanding subsistence marketplaces. Students appreciate the bottom-up approach which provides valuable insights into the lives and needs of people in these contexts. While the course provides a strong theoretical foundation, some learners noted that applying the concepts through assignments and the project could be challenging, particularly when it comes to practical implementation details. The content is generally considered insightful and thought-provoking for those interested in social impact and business solutions in developing economies.
Provides practical application opportunities.
"The project allowed me to apply the concepts to a real-world problem, which was very valuable."
"Some assignments were less clear than others, making it difficult to know exactly what was expected."
"Working on the enterprise plan was helpful, though group coordination could be challenging at times."
Highly relevant for specific career paths.
"This course is directly relevant to my work in international development."
"I found the insights incredibly useful for considering social entrepreneurship ventures."
"The material is thought-provoking and essential for anyone looking at inclusive business models."
Offers a unique perspective on needs.
"The bottom-up immersion exercises really helped me see the world through the eyes of subsistence consumers and entrepreneurs."
"I gained a deep understanding of needs and challenges by using the structured bottom-up methodology."
"This approach is truly insightful for developing appropriate solutions, not just for subsistence contexts."
Explores vital, often overlooked markets.
"This course opened my eyes to the vast opportunities and unique challenges within subsistence marketplaces."
"I found the focus on the 'bottom of the pyramid' incredibly relevant for global business today."
"It's rare to find a course dedicated specifically to understanding these underserved markets from this perspective."
Strong on theory, less on deep practical how-to.
"The course provided a solid theoretical foundation in understanding the markets."
"I wish there had been more practical guidance on the steps involved in implementing solutions on the ground."
"It gives you the framework, but less of the 'how' to execute a business plan in these specific environments."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Sustainable Innovation for Subsistence Marketplaces with these activities:
Watch a video tutorial on how to design a subsistence marketplace
Supplement your understanding of subsistence marketplace design by watching a video tutorial
Browse courses on Subsistence Marketplaces
Show steps
  • Search for a video tutorial on subsistence marketplace design
  • Watch the video tutorial
  • Take notes on the key concepts
Read 'The Power of Storytelling'
Improve your understanding of storytelling techniques and their applications in business
Show steps
  • Purchase or borrow the book
  • Read the book, taking notes on key concepts
  • Summarize the main arguments of the book in a short essay
Attend a workshop on subsistence marketplace design
Gain practical knowledge and insights from experts in the field of subsistence marketplace design by attending a workshop
Browse courses on Subsistence Marketplaces
Show steps
  • Research subsistence marketplace design workshops
  • Register for a workshop
  • Attend the workshop and participate actively
Five other activities
Expand to see all activities and additional details
Show all eight activities
Compile a list of resources on subsistence marketplaces
Expand your knowledge base and stay up-to-date on the latest developments in subsistence marketplaces by compiling a list of resources
Browse courses on Subsistence Marketplaces
Show steps
  • Search for resources on subsistence marketplaces using online search engines and databases
  • Organize the resources into a list, categorizing them based on type and topic
  • Share the list with other students or interested individuals
Write a blog post about the challenges and opportunities of subsistence marketplaces
Develop your written communication and critical thinking skills by researching and analyzing the challenges and opportunities of subsistence marketplaces
Browse courses on Subsistence Marketplaces
Show steps
  • Research the topic of subsistence marketplaces
  • Identify the key challenges and opportunities of subsistence marketplaces
  • Write a blog post that discusses the challenges and opportunities, and provides your insights
Practice applying the bottom-up approach to subsistence marketplaces
Reinforce your understanding of the bottom-up approach by applying it to real-world subsistence marketplaces
Browse courses on Subsistence Marketplaces
Show steps
  • Identify a subsistence marketplace
  • Apply the bottom-up approach to the subsistence marketplace
  • Evaluate the results of your analysis
Design a marketing campaign for a subsistence marketplace
Develop your skills in designing and implementing marketing campaigns for specific target markets
Browse courses on Marketing
Show steps
  • Identify the target market for the subsistence marketplace
  • Research the needs and wants of the target market
  • Develop a marketing plan that outlines the marketing goals, objectives, strategies, and tactics
  • Implement the marketing plan and track the results
Develop a business plan for a subsistence marketplace enterprise
Develop your entrepreneurial skills by creating a comprehensive business plan for a subsistence marketplace enterprise
Browse courses on Business Planning
Show steps
  • Identify the business opportunity
  • Develop a business model
  • Write a marketing plan
  • Write a financial plan
  • Write an executive summary

Career center

Learners who complete Sustainable Innovation for Subsistence Marketplaces will develop knowledge and skills that may be useful to these careers:
University Professor
A University Professor teaches and conducts research in a particular field of study. This course may be particularly useful for someone in this role, especially if they are interested in researching subsistence marketplaces from a bottom-up approach. This course helps develop an understanding of how to design solutions for subsistence marketplaces and apply this approach in broader contexts.
See salaries and explore the career path for University Professor
Consultant
A Consultant provides advice to businesses on a variety of issues. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Consultant.
See salaries and explore the career path for Consultant
Policy Advisor
A Policy Advisor provides advice to government officials on policy issues. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Policy Advisor.
See salaries and explore the career path for Policy Advisor
Nonprofit Executive Director
A Nonprofit Executive Director is responsible for the leadership and management of a nonprofit organization. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Nonprofit Executive Director.
See salaries and explore the career path for Nonprofit Executive Director
CEO
A CEO is responsible for the overall leadership and management of a company. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any CEO.
See salaries and explore the career path for CEO
Finance Manager
A Finance Manager is responsible for the financial planning and management of a business. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Finance Manager.
See salaries and explore the career path for Finance Manager
Operations Manager
An Operations Manager is responsible for the day-to-day operations of a business. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Operations Manager.
See salaries and explore the career path for Operations Manager
Sales Manager
A Sales Manager is responsible for the development and execution of sales strategies. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Sales Manager.
See salaries and explore the career path for Sales Manager
Marketing Manager
A Marketing Manager is responsible for the development and execution of marketing campaigns. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Marketing Manager.
See salaries and explore the career path for Marketing Manager
Business Analyst
A Business Analyst helps organizations improve their performance. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Business Analyst.
See salaries and explore the career path for Business Analyst
Product Manager
A Product Manager is responsible for the development and marketing of a product. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Product Manager.
See salaries and explore the career path for Product Manager
Market Researcher
A Market Researcher collects and analyzes data on consumer behavior. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Market Researcher.
See salaries and explore the career path for Market Researcher
International Development Specialist
An International Development Specialist works to improve the quality of life in developing countries. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any International Development Specialist.
See salaries and explore the career path for International Development Specialist
Social Entrepreneur
A Social Entrepreneur is someone who uses business strategies to solve social problems. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Social Entrepreneur.
See salaries and explore the career path for Social Entrepreneur
Sustainability Manager
A Sustainability Manager ensures that their organization is operating in an environmentally friendly, socially responsible, and profitable way. This course may be useful for someone in this role, as it helps develop an understanding of how to design solutions for businesses that operate in subsistence marketplaces. These marketplaces are characterized by extreme resource constraints, so understanding how to operate sustainably in these contexts is essential for any Sustainability Manager.
See salaries and explore the career path for Sustainability Manager

Reading list

We've selected 12 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Sustainable Innovation for Subsistence Marketplaces.
Cover image
Design Thinking
Save
Provides a practical guide to design thinking. It would be valuable as additional reading for this course, as it provides insights into the process of designing solutions for subsistence marketplaces.
Design Thinking: Integrating Innovation, Customer...
Paperback
$$
Innovation by Design: How Any Organization Can...
Paperback
$$
Innovation by Design: How Any Organization Can...
Kindle Edition
$
Design Thinking: Integrating Innovation, Customer...
Kindle Edition
$$
Lean Startup: How Today's Entrepreneurs Use...
Save
Provides a practical guide to the lean startup methodology. It would be valuable as additional reading for this course, as it provides insights into the process of designing and testing solutions for subsistence marketplaces.
The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
Zero to One
Save
Provides a practical guide to starting and building a startup. It would be useful as additional reading for this course, as it provides insights into the challenges and opportunities of starting a business in a subsistence marketplace.
Zero to One: Notes on Startups, or How to Build the...
Hardcover
$$
The $100 Startup By Chris Guillebeau and Zero to...
Paperback
$$
Zero To One,The $100 Startup, You Are a Badass at...
Paperback
$$$
(Português) De zero a um [From Zero to One]: O que aprender...
Audible Audiobook
$
(Pусский) От нуля к единице: Как создать стартап, который...
Kindle Edition
$
(हिंदी) Zero to One: Notes on Start Ups, or How to Build...
Paperback
$
Zero to One: Notes on Start Ups, or How to Build...
Paperback
$$
(Deutsch) Zero to One: Wie Innovation unsere Gesellschaft...
Hardcover
$$
Zero to one : creëer de toekomst: wat iedere...
Paperback
$$
Cover image
The Hard Thing About Hard Things
Save
Provides a practical guide to building a business. It would be useful as additional reading for this course, as it provides insights into the challenges and opportunities of building a business in a subsistence marketplace.
The Hard Thing About Hard Things: Building a...
Hardcover
$$
The Hard Thing About Hard Things [Hardcover] By Ben...
Paperback
$$
(Español) Emprender y liderar una startup: El duro camino has...
Kindle Edition
$
The Hard Thing About Hard Things [Hardcover],...
Paperback
$$
The hard thing about hard things: ondernemen zonder...
Paperback
$$$
Summary of 'The Hard Thing About Hard Things by Ben...
Audible Audiobook
$
Cover image
The Crux
Save
Provides a practical guide to developing good strategy. It would be useful as additional reading for this course, as it provides insights into the importance of strategy in designing and implementing solutions for subsistence marketplaces.
The Crux: How Leaders Become Strategists
Hardcover
$$
The Crux: How Leaders Become Strategists
Kindle Edition
$$
Cover image
Playing to Win
Save
Discusses the importance of design thinking for business. It would be useful as additional reading for this course, as it provides insights into the importance of design thinking in designing and implementing solutions for subsistence marketplaces.
Playing to Win: How Strategy Really Works
Hardcover
$$
Good Strategy Bad Strategy, Playing to Win...
Paperback
$$$
Playing to Win: How Strategy Really...
Paperback
$$$
Playing to Win: How Strategy Really Works
Kindle Edition
$$
Cover image
The 4-Hour Work Week
Save
Provides a practical guide to escaping the traditional 9-5 workweek. It would be useful as additional reading for this course, as it provides insights into the importance of time management in designing and implementing solutions for subsistence marketplaces.
The 4-Hour Work Week
Paperback
Check
The 4-Hour Work Week
Kindle Edition
Check
Cover image
Creativity, Inc. (The Expanded Edition)
Save
Discusses the importance of creativity in innovation. It would be useful as additional reading for this course, as it provides insights into the importance of creativity in designing and implementing solutions for subsistence marketplaces.
Creativity, Inc. (The Expanded Edition): Overcoming...
Hardcover
$$
Creativity, Inc. (The Expanded Edition): Overcoming...
Kindle Edition
$
Cover image
A New Foreign Policy
Save
Provides a comprehensive overview of the causes and solutions to poverty. It would be useful as additional reading for this course, as it provides a broader context for understanding the challenges faced by subsistence marketplaces.
A New Foreign Policy: Beyond American Exceptionalism
Kindle Edition
$
Cover image
The Innovator's Dilemma, with a New Foreword
Save
Discusses the challenges that large firms face when innovating for new markets. It would be useful as additional reading for this course, as it provides insights into the challenges of designing solutions for subsistence marketplaces.
The Innovator's Dilemma, with a New Foreword: When...
Hardcover
$$
The Innovator's Dilemma, with a New Foreword: When...
Audio CD
$$
The Innovator's Dilemma, with a New Foreword: When...
Kindle Edition
$$
Cover image
The End of Competitive Advantage
Save
Discusses the importance of the entrepreneurial mindset for innovation. It would be useful as additional reading for this course, as it provides insights into the mindset needed to design and implement solutions for subsistence marketplaces.
The End of Competitive Advantage: How to Keep Your...
Hardcover
$$
The End of Competitive Advantage: How to Keep Your...
Kindle Edition
$$
Cover image
The Price of Civilization
Save
Discusses the economic and ethical challenges of alleviating poverty, with a focus on the bottom billion. It would be useful as additional reading for this course, as it provides a broader context for understanding subsistence marketplaces.
The Price of Civilization
Paperback
Check
The Price of Civilization
Kindle Edition
Check

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Course image
Level
Introductory
Via
Coursera
Institution
University of Illinois at Urbana-Champaign
Instructor
Madhu Viswanathan
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова Bahasa Indonesia ไทย қазақша tiếng Việt
This course belongs to a collection called Global Challenges in Business. It's comprised of eight courses:
  1. Global Strategy I: How The Global Economy Works
  2. Теория игр (Game Theory)
  3. Global Challenges in Business Capstone
  4. Sustainable Business Enterprises
  5. Global Strategy II: Doing Business in The Global Economy
  6. Sustainable Innovation for Subsistence Marketplaces (viewing)
  7. Global Impact: Cultural Psychology
  8. Global Impact: Business Ethics
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Examines understanding of subsistence marketplaces, which is standard in business
Taught by Madhu Viswanathan, who are recognized for their work in business
Develops a deep expertise in understanding of subsistence marketplaces
Examines different immersion techniques in a bottom-up approach to subsistence marketplaces
Requires software and tools that are readily available in a typical household or in a library
Teaches relevant insights in understanding subsistence marketplaces
Provides structured ideas for implementing and designing solutions in subsistence marketplaces
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