Serving rural low‐income markets through a social entrepreneurship approach: Venture creation and growth

Andrea Prado, Jeffrey A. Robinson, Zur Shapira · 2022 · Strategic Entrepreneurship Journal

Summary. Social entrepreneurs in rural Latin America create and grow ventures serving low-income communities by continuously revising goals and building capabilities, embedding operations deeply in communities, and innovating business models suited to resource-constrained environments. The study of three ventures reveals that success requires treating communities as resource sources, not just customers, and adapting distribution, marketing, and management practices to local conditions.

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Prado, A., Robinson, J. A., & Shapira, Z.. (2022). Serving rural low‐income markets through a social entrepreneurship approach: Venture creation and growth. Strategic Entrepreneurship Journal. https://doi.org/10.1002/sej.1442

@article{prado-2022-serving-rural-low-income-markets,
  title   = {Serving rural low‐income markets through a social entrepreneurship approach: Venture creation and growth},
  author  = {Andrea Prado and Jeffrey A. Robinson and Zur Shapira},
  journal = {Strategic Entrepreneurship Journal},
  year    = {2022},
  doi     = {10.1002/sej.1442},
  url     = {https://doi.org/10.1002/sej.1442}
}

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TI  - Serving rural low‐income markets through a social entrepreneurship approach: Venture creation and growth
AU  - Andrea Prado
AU  - Jeffrey A. Robinson
AU  - Zur Shapira
JO  - Strategic Entrepreneurship Journal
PY  - 2022
DO  - 10.1002/sej.1442
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Details

DOI: 10.1002/sej.1442
Countries: Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Uruguay, Venezuela
Regions: South America, Central America, North America
Categories: entrepreneurship, regional-innovation-systems
Added: 2026-04-28