Format of Original
Journal of Macromarketing
Propositions underlying the theoretical tenets of the Integrative Justice Model (IJM), a normative, ethical framework for engaging in impoverished markets, are investigated for reliability in application. Santos and Laczniak provide numerous decision principles to help the marketer to evaluate fairness in the marketplace exchange, yet which are most reflective of the core tenets and most useful in application? Managerial perceptions of the extent to which the propositions reflect the core tenets of the IJM are evaluated in this critical step toward operationalizing the model. Factor analysis is implemented with a relatively small sample, a challenge particularly common in research with the impoverished or marginalized, to evaluate the decision principles most reflective of the core tenets, from the perspective of the marketer/manager. Normality is not considered a critical assumption of factor analysis where groups of like variables are clustered into underlying constructs. This work articulates a critical step in macromarketing research methods, exemplifying an approach resilient to micro samples under macro frameworks.