Marketplace literacy could boost entrepreneurship and economic
LONDON, ON, May 22 /CNW/ - Teaching low-literate people living in poverty
skills such as bargaining and judging deals may help improve business and
economic development in developing countries, and is a key component missing
from current consumer policy, a new study shows.
"Educating people in developing countries about marketplace exchanges is
transformational. It empowers them to gain control over their role as
consumers or entrepreneurs," said Srinivas Sridharan, study co-author, Richard
Ivey School of Business.
Research involving an intensive marketplace literacy project in
low-literate, low-income settings in South India shows micro-enterprises can
optimally benefit from micro-financing and access to markets by also gaining
marketplace literacy and learning to be effective shoppers and entrepreneurs.
"Designing Marketplace Literacy Education in Resource-Constrained
Contexts: Implications for Public Policy and Marketing", published in the
Spring 2009 edition of the Journal of Public Policy and Marketing, looks at
the implications of these findings for consumer policy, marketing research and
It is authored by Madhubalan Viswanathan, Associate Professor of Business
Administration, University of Illinois; Srinivas Sridharan, Assistant
Professor of Marketing, Richard Ivey School of Business, The University of
Western Ontario; Roland Gau, doctoral candidate in Marketing, University of
Illinois and Robin Ritchie, Assistant Professor of Marketing, Sprott School of
Business, Carleton University.
A longer version of this release is available at
http://www.ivey.uwo.ca/media/2009/Press/090522.htm or for more information
please contact Srinivas Sridharan directly at 519-850-2556 or
About the Richard Ivey School of Business, The University of Western
The Richard Ivey School of Business at The University of Western Ontario
(www.ivey.ca) offers undergraduate (HBA) and graduate (MBA, Executive MBA and
PhD) degree programs in addition to non-degree Executive Development programs.
Ivey has campuses in London (Ontario), Toronto, and Hong Kong. Ivey recently
redesigned its curriculum to focus on Cross-Enterprise Leadership - a holistic
issues-based approach to management education that meets the demands of
today's complex global business world.
For further information:
For further information: Mary Weil, Richard Ivey School of Business,
(416) 203-0664, firstname.lastname@example.org