The foundation for this course lies with unique synergies between pioneering research, teaching, and social initiatives through the Subsistence Marketplaces Initiative. Unique to this approach is a bottom-up understanding of the intersection of poverty and the marketplace. The goals of this course are to help you develop an understanding of marketplace activity in the radically different context of subsistence where much of humanity resides and survives, and for you to design solutions that can be implemented by individuals, businesses, and social enterprises through economically, ecologically, and socially sustainable products for subsistence marketplaces.
Field Immersion Clip 2
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En provenance du cours de University of Illinois at Urbana-Champaign
Subsistence Marketplaces
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À partir de la leçon
Gaining Marketplaces Insights
In this module you will learn about gaining marketplace insights in subsistence marketplaces. You will also learn about environmental issues in subsistence marketplaces.
Rencontrer les enseignants
Madhu ViswanathanDiane and Steven N. Miller Professor in Business
Department of Business Administration
[MUSIC]
This is a journey into the heart of one of South India's most colorful cities.
It is a fascinating learning experience for
students from the University of Illinois in Urbana-Champaign.
They are enrolled in a year long course
on sustainable product and market development for subsystems marketplaces.
This integrated learning experience challenges
students to understand the radically
different context of subsystems.
And to design products and develop business plans for it.
For many of the students, this is
also their first encounter with an emerging economy.
The objectives of the trip are broader
immersion in subsistence market places and focused
market research, as well as observation of
the entire spectrum of an emerging economic giant.
Observations
and interviews in urban and rural settings were combined
with visits to businesses, educational institutions, and nonprofit organizations.
During their stay in India, the group interacted with
a variety of people, low income individuals, doctors, and teachers.
Their aim was to understand how the people
living in poverty interact with the market place.
They observed
how the economic world of people living in
poverty is intertwined with the rest of their lives.
The first stop was the medical stop of a village.
The owner of the shop answered many questions.
About what medicines he sells most and how he
runs the business in a locality with low income levels.
Moving to the provision shop in the next ling, the group found
that people had adapted to the instant food culture in their own way.
At the cloth pressing shop, the groups learned that
a good majority of Indians still
wear cotton, even though maintenance costs money.
It seems that the children of the daycare center were taken
by surprise as they set eyes on people from distant lands.
The group walked through the narrow lanes of the village into
the homes of warm and welcoming people, despite being complete strangers.
[MUSIC]
The group also visited the Mahindra Special Economic Zone.
This happens to be a part of the
industrial area, with special status awarded by the government.
Srinivasa Fashions located in this zone produces garments to
the tastes and needs of consumers in the Western world.
This establishment, mid-sized by Indian standards, hires 900 workers per shift.
It produces a range of products, trousers, t-shirts, and many
other garments, especially designed for the U.S. and European markets.
A senior officer from Mihindra's special economic zone described the
concept of special economic zones in India, and their benefits.
The activities of the CAP Foundation focus on identifying and training young people
from the rural areas and making
them employable, placing them in various industries.
The group split into three smaller groups to conduct
research on their projects and meet the people from all
walks of life teachers, nurses, housewives, a pharmacist, doctor,
members of self help groups, mothers, street vendors, and entrepreneurs.
>> I feel very lucky to get a chance to come to a country like this.
It's not something that a lot of students or even adults get to do.
Most interesting is that we get to interact with the people on a real basis.
It's very person-to-person, and it's very genuine.
>> As the group approaches the interviewees, they are
anxious to get answers to questions foremost in their minds.
But by the end of the day, all expectations have been surpassed.
Each of the interviewees reveal a slice of
life the visitors had never known or anticipated before.
>> I would definitely say that this entire experiences has
definitely exceeded all of my greatest expectations in coming to India.
These are incredibly resilient people.
They are incredibly resourceful, and they're incredibly intelligent and
they might not have a, a degree, a Bachelor's, or
a PhD or whatever it might be, but They're incredibly intelligent,
they can really utilize all the resources they have around,
around them, and they cater for the needs of their families.
>> Being here and talking to the people on such
a detailed level presents a very different view than just
sightseeing or doing a company visit. The opportunity to speak with the people
and ask very specific questions makes it so enriching, the experience here.
While the interviews themselves are very intense.
They go on for two and three hours
at a time, and the interviewees are very accommodating.
They ask, answer any question, however mundane it
seems, and they seem happy to be involved.
What more is we have translators translating everything so it gives
us a very unique opportunity to talk to somebody from another culture.
>> This is very interesting.
[FOREIGN] >> The next visit was to a house
in a poor urban neighborhood.
This experience was a lesson
in contentment, especially after observing how
a family of four lived happily in this one room house.
>> It's totally different coming here and experiencing physically
being here seeing the people, [COUGH] seeing, talking some people
and just seeing how strong they are and how they
get through tough situations with a smile on there face.
And that they have hope.
And that hope they find in there religion and in there culture and there community.
And just seeing these things has made me really happy.
The group then visited an internet cafe, a
bakery that sold a variety of foods, baked in
house and a provision store that stacked just
about every commodity that a typical household would need.
The group also visited a medical shop, the
salesmen there added valuable details to the experience.
One thing that's really stood out from our interviews and from the time in
the community was seeing how people trust
each other and how important relationships are.
And I think we don't necessarily get that same kind of support in America.
So seeing that firsthand was really interesting.
>> The visit to the much awaited call center.
The staff from the call center made a very comprehensive
presentation from explaining the basic concept of outsourcing to everything
about how a call center functions.
[MUSIC]
>> Hello, my name is Sandra, Sandra Thomas.
That's my pseudo name.
My Indian name is Yetsi, and you guys you can call me Sandra.
>> The hosts introduces themselves as Greg and Sandra, pseudonames
they used when using to clients in the practiced American accents.
The call center staff of 3,200 skillfully managed their double identities.
Pondy Bazaar is a busy shopping area in
Chennai with two contrasting levels of businesses here.
Showrooms of branded goods on one side and pavement
of sidewalks stalls line up in hundreds on the other.
It's hard to believe that millions of dollars worth of goods change hands
on these pavement stalls, which hardly provide cover from the heat and the rain.
[MUSIC]
These stalls sells garlands made of fresh flowers.
In India, flower garlands are important during occasions.
Weddings, birth ceremonies, and even in death.
The group had to reach the temple to really feel
what it was like to wear a garland around their necks.
The group participated in the Puja Moship, and spent time
in the sacred stillness of the heart of the temple.
The sactum sancturum.
>> We are happy that we are sharing our culture, we are sharing our needs,
we are making them to understand what exactly we need in the field.
I think we are a we are playing the role of a bridge between the people.
>> We have heard of such exercises in other areas of
study but usually not in an MBA classroom in this manner.
So it gives them
very good exposure to a different marketplace a different way of of living.
But also more specifically they come very prepared with their own specific projects.
And because of that, they are also able to achieve certain goals that they come with
instead of just getting immersed in another culture
and, you know, getting distracted by the other things.
>> It was time for a glimpse into the rich architecture
that dominates so much of India's history.
[MUSIC]
The group headed to the shores of Mamallapuram.
The shore temple, lashed endlessly by the waves of
the Bay of Bengal, is an exquisite piece of architecture.
[MUSIC]
The five rathas, chariots, came next on the tour.
They are named after the five Parnava brothers, the
heroes of Indian mythology, from the great epic, the Mahavarta.
Today India's famed as much for its leap into technology as its rich
heritage, and what better place to experience
this Then the Indian Institute of Technology.
The tenant laboratory and presentations showcase the role of IIT in enhancing the
communication and living standards of communities
in general And rural communities in particular.
>> The interviews were very
well spaced and the the scheduling was very good.
In terms of the eagerness of the
students and the thought process, they were, excellent.
There were some surprises in the course of interviews but then they could take it all
very seriously and when you tell them, they
could quickly understand what, what was being told.
>> These are students who are going to
be professionals and they are going to be leaders.
Some are going to be engineers.
Some are going to be business leaders. Some are going to be design leaders.
But I hope that they are able to
develop our skills of understanding of empathy and of
their obligation to use their leadership and their
skills to really make the world a better place.
If the course works then that difference that they're
going to make is going to grow over time.
And so I'm hoping that in 15 to 20 years
we're going to hear about these people making an impact on society.
>> Really, by seeing how other people live and how other people interact, we're
really able to adapt our learning and really see things in a new light.
And so it's giving us a chance to I
think be more thoughtful and appreciate what we do have.
But also think of opportunities
to help others or creative ways to solve solutions based on this new exposure.
>> Students have learned lessons that will remain with them for life.
They have met people who expected nothing but
generously shared their valuable time, experience and insights.
They opened doors that students did not even know existed.
Students speak of the International
Immersion trip as life changing, transformational,
broadening the perspectives, and inspiring them to work toward a better world.
[MUSIC]
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