Skip to main content

Framing Hybrid Exchanges in Subsistence Contexts

Mwiti, Fredah, Onyas, Winfred Ikiring (2018) Framing Hybrid Exchanges in Subsistence Contexts. International Marketing Review, 35 (4). pp. 601-618. ISSN 0265-1335. E-ISSN 0265-1335. (doi:10.1108/IMR-08-2016-0162) (KAR id:62450)

PDF Publisher pdf
Language: English
Download (309kB) Preview
[thumbnail of IMR Mwiti Onyas 2018.pdf]
This file may not be suitable for users of assistive technology.
Request an accessible format
Official URL:


Purpose: This paper aims to deepen the understanding of subsistence exchange practices and their contribution to international marketing theory and practice. It draws on the notion of embeddedness to examine the hybrid exchange practices unfolding within subsistence communities, and between subsistence communities and (international) firms.

Design/methodology/approach: The paper reports two ethnographic studies conducted in low income farming and slum communities in Uganda and Kenya, respectively. Both studies involved participant observation, interviews, field note-taking and visual methods.

Findings: The findings demonstrate that hybrid exchange systems prevail in subsistence contexts, supporting both market and non-market logics simultaneously. Actors remain deeply embedded in their social worlds during exchange, making it problematic to disentangle social relations from market exchanges.

Research limitations/implications: The study suggests implications for international firms interested in forging business partnerships with subsistence actors. It calls for international marketers to surpass the traditional marketing roles and develop competences that enable firms to meaningfully embed in subsistence contexts. Further research could explore how international marketers could develop such competences.

Originality/Value: The paper draws from diverse exchange literatures to demonstrate how subsistence actors become actively involved in shaping hybrid exchanges that (potentially) incorporate international firms. The study calls for a broader understanding of international marketing, which accounts for the embedded marketing practices entailed in serving subsistence markets. It concludes that categorizing exchanges as either economic or social is problematic as both

forms co-evolve to constitute multiple levels of intra-community, local marketplace and extensive hybrid exchanges.

Item Type: Article
DOI/Identification number: 10.1108/IMR-08-2016-0162
Uncontrolled keywords: International marketing; Subsistence contexts; entanglement; embeddedness; hybrid exchange
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Frida Gakii Mwiti
Date Deposited: 28 Jul 2017 11:43 UTC
Last Modified: 11 Oct 2021 09:22 UTC
Resource URI: (The current URI for this page, for reference purposes)
Mwiti, Fredah:
  • Depositors only (login required):


Downloads per month over past year