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Business and Politics

Editor-in-Chief: Aggarwal, Vinod K.

SCImago Journal Rank (SJR) 2015: 0.384
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Impact per Publication (IPP) 2015: 0.459

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Volume 14, Issue 1 (Apr 2012)


Marketing to the Base of the Pyramid: A Corporate Responsibility Approach with Case Inspired Strategies

Nicholas J.C. Santos
  • Santa Clara University
/ Gene R. Laczniak
  • Marquette University
Published Online: 2012-04-26 | DOI: https://doi.org/10.1515/1469-3569.1364

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.

Keywords: base-of-the-pyramid; corporate responsibility; distributive justice; ethical marketing; sustainability; vulnerable markets

About the article

Published Online: 2012-04-26

Citation Information: Business and Politics, ISSN (Online) 1469-3569, DOI: https://doi.org/10.1515/1469-3569.1364. Export Citation

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Tina M. Facca-Miess and Nicholas J. C. Santos
Journal of Marketing Management, 2014, Volume 30, Number 5-6, Page 501
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Journal of Business Ethics, 2015, Volume 126, Number 4, Page 697

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