Marketing's contribution to the sustainability of pastoralism : evidence from Ethiopia

Overall, this thesis contributes to the understanding how marketing can help to solve sustainability problems in pastoral areas, in particular the Horn of Africa. It also contributes to the extension of marketing theories from high income countries to informal economies in emerging markets. This research therefore informs marketing researchers that marketing theory is generalizable to the informal economies such as pastoralists in emerging markets. The research also suggests to policy makers that creation of customer value can help to strengthen sustainability.