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.

Comments

Accepted version. Journal of Marketing Management, Vol. 30, No. 5-6 (April 2014): 501-518. DOI. © Taylor & Francis (Routledge) 2014. Used with permission.

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