Document Type
Article
Publication Date
4-2014
Source Publication
Journal of Marketing Management
Source ISSN
0267-257X
Abstract
In recent years, in-depth, on-the-ground research has generated many insights into the nature and functioning of subsistence marketplaces and the people who operate in them. Such knowledge is bound to be useful to various companies and organisations, as they seek to engage such marketplaces, particularly for marketing managers, who quite likely have not had education or experience in marketing in such impoverished settings. This paper complements these practical insights with a normative ethical framework, presented in the marketing literature and labelled the integrative justice model (IJM) for impoverished markets, so as to synthesise a new framework for fair and sustainable marketing for social entrepreneurs in the context of subsistence marketplaces.
Recommended Citation
Facca-Miess, Tina M. and Santos, Nicholas J. C., "Fostering Fair and Sustainable Marketing for Social Entrepreneurs in the Context of Subsistence Marketplaces" (2014). Marketing Faculty Research and Publications. 134.
https://epublications.marquette.edu/market_fac/134
Comments
Accepted version. Journal of Marketing Management, Vol. 30, No. 5-6 (April 2014): 501-518. DOI. © 2014 Taylor & Francis (Routledge). Used with permission.