Deepening Sustainable Value Creation in Market-led Poverty Alleviation through a Demand and Supply Integration Framework: Significance to Tourism.

There has been global interest in corporate-led poverty alleviation initiatives. However, failure to simultaneously achieve profitability and poverty alleviation threatens the sustainability of the initiatives. The idea is further exacerbated by business’ continued use of traditional business practices which perpetuate the exclusion of poor people from markets. Based on literature review, this article presents a demand and supply integration conceptual framework attendant to both the demand-side and supplyside of the business as a sustainable business practice that can elevate the simultaneous pursuit of profit and poverty alleviation. The study concludes that sustainable business-led poverty alleviation is achievable when low-income customer perspectives are captured in the business solutions aimed at addressing the foundational causes of poverty. Attending to demand creation with corresponding supply capabilities in serving poor people places poverty alleviation as a core part of a sustainable corporate strategy capable of simultaneously reducing poverty while generating profits. While the presented conceptual framework is applicable to many industries, it can be impactful in labour intensive sectors like community tourism. Tourism has the power to use local tools and resources that can increase opportunities and agency for poor communities. Corporates will benefit from creating a source and market for their products