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Full-Text Articles in Business
"Just" Markets From The Perspective Of Catholic Social Teaching, Nicholas J. C. Santos, Gene R. Laczniak
"Just" Markets From The Perspective Of Catholic Social Teaching, Nicholas J. C. Santos, Gene R. Laczniak
Marketing Faculty Research and Publications
The "justice of markets" is intricately connected to the treatment of the poor and the disadvantaged in market economies. The increased interest of multinational corporations in low-income market segments affords, on one hand, the opportunity for a more inclusive capitalism, and on the other, the threat of greater exploitation of poor and disadvantaged consumers. This article traces the contributions of Catholic Social Teaching and its basic principles toward providing insight into what constitutes "justice" in such "marketing to the impoverished" situations.
Marketing To The Poor: An Integrative Justice Model For Engaging Impoverished Marketing Segments, Nicholas J. C. Santos, Gene R. Laczniak
Marketing To The Poor: An Integrative Justice Model For Engaging Impoverished Marketing Segments, Nicholas J. C. Santos, Gene R. Laczniak
Marketing Faculty Research and Publications
The relatively recent entry of multinational corporations (MNCs) into low-income markets, particularly in developing countries, affords the opportunity for the more inclusive capitalism envisioned by globalists. Alternatively, an expansion of MNC marketing in less developed economies might foreshadow the greater exploitation of disadvantaged consumers predicted by many critics of expanded free trade. To diffuse the charge of “exploitative” marketing, it is imperative that corporate marketing efforts seeking to engage impoverished segments be grounded in a strong ethical framework. This article unveils one such framework—the “integrative justice model” (IJM). The IJM is an aspirational model that outlines how to market ethically …