The Integrative Justice Model for Marketing to the Poor: An Extension of S-D Logic to Distributive Justice and Macromarketing

Abstract

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 Integrative Justice Model (IJM) for impoverished markets. In this article, the authors show how the IJM, an independently derived model of normative marketing, conforms in its key operational elements to the foundational premises (FPs) of the positive S-D logic and extends the S-D logic perspective to societal and ethical concerns. Furthermore, the authors connect the S-D logic philosophy to macromarketing frameworks such as distributive justice, sustainability, and labor.

Sustainability as corporate culture of a brand for superior performance

“…In order to develop this capability, firms are required to assume responsibility for action taken by their managers under the lens that reflects on building financial strength while respecting humanity and nurturing nature (Laczniak & Santos, 2011). This requirement of sustainability encourages managers to create and capture opportunities that allow them to achieve the objectives that can be related to the triple bottom line theory, i.e., making profit for stakeholders, considering the well-being of people connected to the business and caring for the planet by conserving or making optimum use of natural resources for performing business (Jamali, 2008).…”

Exploring Links Between Engaging Customers in Value Co-Creation and Product Innovativeness

“…Though SDL has its critics (for example Campbell et al [2013]), it has encouraged many academics to leave the constraints of the traditional marketing domain and contribute to the emerging paradigm [Li, Petrick, 2007;Warnaby, 2009;Löbler, 2011;Brodie et al, 2011;Laczniak, Santos, 2011;Karpen et al, 2012;Edvardson, Tronvoll, 2013;. This lively academic interest suggests the importance of further research in this area.…”

The Marketplace of Life? An Exploratory Study of the Commercialization of Water Resources through the Lens of Macromarketing

“…Scholars from international relations, global public policy, law and political studies have shown that the emerging water crisis will bring latent transnational conflicts amongst nations which claim authority over the same river, lake, basin, Either from a transboundary, national or regional angle water 'wars' and disputes stem from opposing and conflicting interests between individual, household, agricultural and industrial water users whose intentions, beliefs and actions have been structured and oscillated, since the 1980s, by those who promote water privatization and others supporting public sector water management solutions. The efficiency and cooperation of global, national or regional water markets heavily depends on institutional frameworks and public policies which embrace, protect and cultivate an ethos of fair distribution of water resources through ethical and sustainable marketing systems (Ferrell and Ferrell 2008;Laczniak and Santos 2011).…”