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The Integrative Justice Model For Marketing To The Poor: An Extension Of S-D Logic To Distributive Justice And Macromarketing, Gene R. Laczniak, Nicholas J. C. Santos
The Integrative Justice Model For Marketing To The Poor: An Extension Of S-D Logic To Distributive Justice And Macromarketing, Gene R. Laczniak, Nicholas J. C. Santos
Marketing Faculty Research and Publications
As multinational corporations (MNCs) increasingly turn their attention to the fast growing markets of China, India, Brazil, and other developing areas, the question of fair treatment of consumers and other residents of those areas is more intensively debated than ever before. In essence, issues of "distributive justice" come to the fore, that is, are the benefits and burdens of rapid economic development being fairly allocated among the parties and stakeholders to the expanded economic transactions? In response to this question, the authors have postulated a detailed normative model for ethically marketing to impoverished consumer segments; they label their model, the …
"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 …