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AbstractThe past decade has seen a proliferation of suggestions for market‐based solutions to global poverty. While research emphasises that sustainability innovation aimed at poverty alleviation must be grounded in user needs, few studies demonstrate how to study the poor for purposes of early phase innovation in business enterprises, especially in multiple locations comparatively. This study suggests that the necessary understanding of low‐income users and their practices can be gained throughmulti‐sited rapid ethnography. We exemplify how the process moves from an understanding of the needs of the poor towards innovation and offer a general framework for evaluating the success of these types of projects. The paper describes the challenges and solutions found in a multi‐sited rapid ethnography research in urban base of the pyramid (BOP) contexts in Brazil, India, Russia, and Tanzania. It suggests businesses can learn about the poor with the help of this method and conduct sustainability innovation on the basis of the needs of the poor, rather than start with existing products. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment.

Several researchers have pointed out that if marketing is to develop as a discipline and contribute to solving complex business and societal challenges, it should question the neoclassical view of markets and develop its own theory of markets. Efforts in this direction indicate an emerging view of markets as dynamic, subjective, and subject to multiple change efforts. However, the neoclassical view of objective, detached, and deterministic market still influences the dominant models used to describe market change. We argue that in order to better understand market dynamics, both academics and practitioners need new concepts and constructs that go beyond existing linear process and development stage models. We seek to contribute to improved understanding of markets by studying a special characteristic of markets that enables market dynamics. Borrowing a term used by Alderson (1957: 277), we propose that markets are characterized by plasticity, that is, a "potentiality for being remolded and responding in a different way thereafter." Even though the plasticity concept was introduced into the marketing literature nearly 60 years ago, the plastic character of markets remains underresearched. This article investigates the meaning and manifestations of market plasticity, drawing analogies from the physical, natural, and social sciences. We define market plasticity as the market's capacity to take and retain form and propose that the dialectic between market stability and market fluidity lies at the heart of market change.

This article presents a comparative study of the urban water and energy sectors in the coastal city of Walvis Bay in Namibia, where the rapid urbanization places pressure on public infrastructure development. A multidata approach is used to study the ability of the energy and water sectors to adapt to this pressure. Theoretically, the analysis is guided by the systems transition framework. A comparison between the two regimes is made on four dimensions: (1) regime dynamics, (2) level of complexity, (3) level of coordination, and (4) multiplicity of perceptions. The energy regime was found to be more capable of transitioning towards more sustainable practices due to better outcomes in multi-stakeholder engagement, a higher level of transparency, and differing landscape and niche development. The energy regime is also more open for new service providers. The water regime, on the other hand, suffers from overlapping roles and practices as well as non-existent monitoring authorities, which together negatively affect the regime's transition potential. Both regimes suffer from lack of funding and weak institutional capacities. In conclusion, the transition potential of the studied regimes is found to increase when cross-sectoral governance is strengthened.