Sridharan, S.Barrington, Dani J.Saunders, S. J.2017-05-172017-05-172017-05-15Sridharan S, Barrington DJ, Saunders SJ, Markets and Marketing Research on Poverty and its Alleviation: Summarizing an evolving Logic toward Human Capabilities, Well-being Goals, and Transformation, Marketing Theory, Vol. 17, Issue 3, September 2017, pp. 323-3401470-5931http://dx.doi.org/10.1177/1470593117704281http://dspace.lib.cranfield.ac.uk/handle/1826/11904Marketing practitioners and business scholars now view some of the world’s poorest communities as profitable growth markets. Hence a market-based approach to poverty alleviation has gathered momentum. This article traces the evolution of such a market-based approach over four decades and highlights a gradual trend away from a deficit-reduction approach (focused on constraints and justice) towards an opportunity-expansion approach (focused on capabilities and well-being). This trend is summarized in an analytical framework of human capabilities, well-being goals and transformative impact evolved from the literature. The framework is then used to analyse the practice of sanitation marketing, which has emerged as a key method in one of the highest priority domains in international development discourse – sanitation. The article concludes with a discussion of how contemporary work can further take forward the key tenets of the framework and guide the development of ‘good markets’ for the poor.en©2017 The Authors. Published by SAGE. This is the author accepted manuscript. The final publication is available online at SAGE at http://online.sagepub.com/ Please refer to any applicable publisher terms of use.BoPcapability approachmarket-based poverty alleviationsanitation marketingsubsistencewell-beingArticle