Volume 17 (2015)
Volume 16 (2014)
Volume 15 (2013)
Volume 14 (2012)
Volume 13 (2011)
Volume 12 (2010)
Volume 11 (2009)
Most Downloaded Articles
- All politics is local, but lobbying is federal and local: the validity of LDA data by Clemens, Austin C.
- Regulation and Economic Globalization: Prospects and Limits of Private Governance by Mayer, Frederick and Gereffi, Gary
- Private Regulation in the Global Economy: A (P)Review by Büthe, Tim
- Corporate Political Donations: Investment or Agency? by Aggarwal, Rajesh K./ Meschke, Felix and Wang, Tracy Yue
Marketing to the Base of the Pyramid: A Corporate Responsibility Approach with Case Inspired Strategies
1Santa Clara University
Citation Information: Business and Politics. Volume 14, Issue 1, ISSN (Online) 1469-3569, DOI: 10.1515/1469-3569.1364, April 2012
- Published Online:
The economic and political outcomes of market globalization continue to be complex. As international corporations engage developing markets, they increasingly find consumers who lack market sophistication, meaningful purchasing options and economic leverage. Such conditions are ripe for the exploitation of these market segments but also can be mitigated by enlightened managers willing to thoughtfully consider their ethical and professional obligations to vulnerable consumers. This paper builds on a normative ethical framework, labeled the integrative justice model (IJM) for impoverished markets that was introduced in the marketing and public policy literature. Specifically, the paper will extend the normative ethics of the IJM by proposing logically reasoned decision principles for managers, particularly in MNC subsidiaries, that might better shape ethical business strategy when targeting impoverished segments. Additionally, numerous case examples are given to illustrate how a number of these decision principles are already being applied by companies around the world. Such an approach can serve as a counterweight to the difficulty of crafting global regulations for market development.
Here you can find all Crossref-listed publications in which this article is cited. If you would like to receive automatic email messages as soon as this article is cited in other publications, simply activate the “Citation Alert” on the top of this page.