Marketing to the Base of the Pyramid: A Corporate Responsibility Approach with Case Inspired Strategies
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.
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- Rüdiger Hahn, 2009. "The Ethical Rational of Business for the Poor – Integrating the Concepts Bottom of the Pyramid, Sustainable Development, and Corporate Citizenship," Journal of Business Ethics, Springer, vol. 84(3), pages 313-324, February.
- Brown Dana L & Vetterlein Antje & Roemer-Mahler Anne, 2010. "Theorizing Transnational Corporations as Social Actors: An Analysis of Corporate Motivations," Business and Politics, De Gruyter, vol. 12(1), pages 1-39, April.
- Bishop, John Douglas, 2000. "A Framework for Discussing Normative Theories of Business Ethics," Business Ethics Quarterly, Cambridge University Press, vol. 10(03), pages 563-591, July.
- Ron Berger & Chong Choi & Jai Kim, 2011. "Responsible Leadership for Multinational Enterprises in Bottom of Pyramid Countries: The Knowledge of Local Managers," Journal of Business Ethics, Springer, vol. 101(4), pages 553-561, July.
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