Template-Type: ReDIF-Article 1.0 Author-Name: Gisely Catarina De Souza Rodrigues Author-X-Name-First: Gisely Catarina De Souza Author-X-Name-Last: Rodrigues Author-Name: Luisa Veras De Sandes-Guimarães Author-X-Name-First: Luisa Veras De Author-X-Name-Last: Sandes-Guimarães Author-Name: Raquel Da Silva Pereira Author-X-Name-First: Raquel Da Silva Author-X-Name-Last: Pereira Author-Name: Patrik Darlan Ribeiro Author-X-Name-First: Patrik Darlan Author-X-Name-Last: Ribeiro Title: Entrepreneurship at the base of the pyramid: effectual logics and sustainable development Abstract: This study investigates the micro-foundations of entrepreneurship at the Base of the Pyramid (BoP) and its role in sustainable development. Despite the growing recognition of BoP entrepreneurs, the understanding of their individual-level decision-making remains limited. Adopting a qualitative, exploratory approach, this research analyses semi-structured interviews with 16 entrepreneurs in the food and beauty sectors of Santo André, Brazil. The findings, interpreted through Effectuation Theory, reveal that entrepreneurial motivations blend economic necessity with a strong desire for autonomy. Participants employ sophisticated effectual strategies, relying heavily on social capital and the principles of affordable loss to navigate severe resource constraints. The study contributes to theory by demonstrating how the extreme context of the BoP amplifies effectual logic, modifying how these principles are applied. Ultimately, it reframes BoP entrepreneurship not merely as a survival strategy, but as a dual mechanism for economic resilience and human emancipation. The results suggest that policymakers must move beyond financial inclusion to support the emancipatory potential of these ventures through targeted ecosystem building. Journal: World Review of Entrepreneurship, Management and Sustainable Development Pages: 1-21 Issue: 1 Volume: 22 Year: 2026 Keywords: bottom of the pyramid; entrepreneurship; effectuation; sustainable development. File-URL: http://www.inderscience.com/link.php?id=152008 File-Format: text/html File-Restriction: Open Access Handle: RePEc:ids:wremsd:v:22:y:2026:i:1:p:1-21 Template-Type: ReDIF-Article 1.0 Author-Name: Pimolwan Katepan Author-X-Name-First: Pimolwan Author-X-Name-Last: Katepan Author-Name: Rungtip Thaisom Author-X-Name-First: Rungtip Author-X-Name-Last: Thaisom Author-Name: Thamrong Mekhora Author-X-Name-First: Thamrong Author-X-Name-Last: Mekhora Author-Name: Rapee Dokmaithes Author-X-Name-First: Rapee Author-X-Name-Last: Dokmaithes Title: Potential of digital marketing and determinants of the 5A marketing strategy: a case in Thailand Abstract: This study investigated the digital marketing potential of the Cage-Free Fish Farmers Association Network (the Network) and examined how the 5A marketing strategy, together with demographic factors, influences consumer behaviour towards agricultural products sold through online channels. Using a multiple-case study design, qualitative data were collected through focus groups consisting of 9 farm owners and semi-structured interviews with 240 consumers who had purchased products from the Network. According to the findings, the Network exhibited a moderate level of digital marketing capability. Several factors significantly influenced purchase value. Positive determinants included personal income ([<em>MonthlyIncome</em>]) and engagement with customer reviews ([X<SUB align=right><SMALL>3(3)</SMALL></SUB>]), which enhanced trust and purchase intention. Conversely, negative effects were observed from recognition of the Network's products via integrated online and offline channels ([X<SUB align=right><SMALL>1(2)</SMALL></SUB>]), interpersonal recommendations ([X<SUB align=right><SMALL>1(1)</SMALL></SUB>]), and efforts to develop customer relations, progressing from CRM to CEM and ultimately CE ([X<SUB align=right><SMALL>5(4)</SMALL></SUB>]), suggesting that excessive or poorly coordinated channel integration may reduce customer responsiveness. Overall, the results highlight that both consumer demographics and the targeted application of the 5A framework are critical in shaping purchasing behaviour. Strategic, coordinated marketing efforts aligned with consumer preferences and channel effectiveness are essential for maximising purchase value in online agricultural markets. Journal: World Review of Entrepreneurship, Management and Sustainable Development Pages: 22-43 Issue: 1 Volume: 22 Year: 2026 Keywords: 5A marketing strategy; digital marketing; Farmers Association Network; Kanchanaburi Province. File-URL: http://www.inderscience.com/link.php?id=152011 File-Format: text/html File-Restriction: Open Access Handle: RePEc:ids:wremsd:v:22:y:2026:i:1:p:22-43