The “Integrative Justice Model” as Transformative Justice for Base-of-the-Pyramid Marketing

Journal of Business Ethics 126 (4):1-11 (2015)

Abstract
Writing in the Business and Politics, Santos and Laczniak (Business and Politics 14(1) 2012) formulated a normative, ethical approach to be followed when marketers e ngage impoverished market segments. It is labeled the integrative justice model (IJM). As noted below, that approach called for authentic engagement, co-creation, and customer interest representation, among other elements, when transacting with vulnerable market segments. Basically, the IJM derived certain operational virtues, implied by moral philosophy, to be used when marketing to the poor. But this well-intentioned approach raises a significant “So what?” question. Are such sentiments anything but lofty aspirations for idealists or are there steps to be taken by society and business managers of goodwill to make the adaptation of the IJM by corporations more likely and pragmatic? This paper begins to layout a roadmap that shows “how and why” the IJM might more likely be vitalized. The crux, as described below, is found in the transformational justice dimensions that are embedded in institutions (and supporting institutional arrangements); such external institutions provide a “power” impetus to assure the ethical rights claims that impoverished consumers have owed to them. In this way, the ideal exchange characteristics for bottom (or base) of the pyramid (BoP) markets argued for in the IJM can become actively transformational. The main contribution of this paper is that it begins to chart out the institutional system elements that need to exercise power in order to deliver a “fairer” marketplace for BoP consumers
Keywords BoP marketing  Marketing ethics  Impoverished consumers: vulnerable market segments  CSR in Marketing  Institutional Theory  Transformative Justice
Categories (categorize this paper)
Reprint years 2015
ISBN(s)
DOI 10.1007/s10551-013-1980-z
Options
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

Our Archive


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 47,385
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

Capitalism and Freedom.Milton Friedman - 1963 - Ethics 74 (1):70-72.
Eighty Exemplary Ethics Statements.Patrick E. Murphy (ed.) - 1998 - University of Notre Dame Press.

View all 6 references / Add more references

Citations of this work BETA

Add more citations

Similar books and articles

The Ethics of Marketing to Vulnerable Populations.David Palmer & Trevor Hedberg - 2013 - Journal of Business Ethics 116 (2):403-413.
Business-Society Relationship.Lalita A. Manrai & Ajay K. Manrai - 2007 - Proceedings of the International Association for Business and Society 18:218-221.
Marketing Ethics: Some Dimensions of the Challenge.Paul F. Camenisch - 1991 - Journal of Business Ethics 10 (4):245 - 248.

Analytics

Added to PP index
2013-12-15

Total views
18 ( #516,469 of 2,291,105 )

Recent downloads (6 months)
4 ( #302,769 of 2,291,105 )

How can I increase my downloads?

Downloads

My notes

Sign in to use this feature