Street food vendors’ entrepreneurial marketing characteristics and practices from12 countries: what lessons can be learnt for improving food marketing inBOP/Subsistence marketplaces

The research was conducted to ascertain, assess and diagnose street food vendors' entrepreneurial marketing characteristics and practices in BOP/subsistence marketplaces and what lessons could be leant that may be of use to improve food marketing in BOP/subsistence marketplaces. The research was conducted via a qualitative abductive research method using secondary sources of data and information provided from case studies on street food vendors' marketing practices from 12 countries: Bangladesh, Botswana, Brazil, Cameroon, Ghana, India, Nepal, Niger, Republic of South Africa, Tanzania, Thailand, and Zimbabwe. The collected secondary data and information, was analyzed on the one side using content analysis and on the other side, using a more open approach, grounded theory. In the analysis seven entrepreneurial marketing characteristics out of…