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The “Integrative Justice Model” as Transformative Justice for Base-of-the-Pyramid Marketing

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  • Nicholas Santos
  • Gene Laczniak
  • Tina Facca-Miess

Abstract

Writing in the Business and Politics, Santos and Laczniak (Business and Politics 14(1) 2012 ) formulated a normative, ethical approach to be followed when marketers e ngage impoverished market segments. It is labeled the integrative justice model (IJM). As noted below, that approach called for authentic engagement, co-creation, and customer interest representation, among other elements, when transacting with vulnerable market segments. Basically, the IJM derived certain operational virtues, implied by moral philosophy, to be used when marketing to the poor. But this well-intentioned approach raises a significant “So what?” question. Are such sentiments anything but lofty aspirations for idealists or are there steps to be taken by society and business managers of goodwill to make the adaptation of the IJM by corporations more likely and pragmatic? This paper begins to layout a roadmap that shows “how and why” the IJM might more likely be vitalized. The crux, as described below, is found in the transformational justice dimensions that are embedded in institutions (and supporting institutional arrangements); such external institutions provide a “power” impetus to assure the ethical rights claims that impoverished consumers have owed to them. In this way, the ideal exchange characteristics for bottom (or base) of the pyramid (BoP) markets argued for in the IJM can become actively transformational. The main contribution of this paper is that it begins to chart out the institutional system elements that need to exercise power in order to deliver a “fairer” marketplace for BoP consumers. Copyright Springer Science+Business Media Dordrecht 2015

Suggested Citation

  • Nicholas Santos & Gene Laczniak & Tina Facca-Miess, 2015. "The “Integrative Justice Model” as Transformative Justice for Base-of-the-Pyramid Marketing," Journal of Business Ethics, Springer, vol. 126(4), pages 697-707, February.
  • Handle: RePEc:kap:jbuset:v:126:y:2015:i:4:p:697-707
    DOI: 10.1007/s10551-013-1980-z
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    References listed on IDEAS

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    1. Minna Halme & Juha Laurila, 2009. "Philanthropy, Integration or Innovation? Exploring the Financial and Societal Outcomes of Different Types of Corporate Responsibility," Journal of Business Ethics, Springer, vol. 84(3), pages 325-339, February.
    2. Scott Kelley & Patricia H. Werhane & Laura P. Hartman, 2008. "The End of Foreign Aid as We Know It: The Profitable Alleviation of Poverty in a Globalized Economy," Palgrave Macmillan Books, in: Charles Wankel (ed.), Alleviating Poverty through Business Strategy, chapter 0, pages 5-32, Palgrave Macmillan.
    3. Allen L. Hammond & William J. Kramer & Robert S. Katz & Julia T. Tran & Courtland Walker, 2007. "The Next 4 Billion," Innovations: Technology, Governance, Globalization, MIT Press, vol. 2(1-2), pages 147-158, April.
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    5. McMahon, Thomas F., 1999. "Transforming Justice: A Conceptualization," Business Ethics Quarterly, Cambridge University Press, vol. 9(4), pages 593-602, October.
    6. Santos, Nicholas J.C. & Laczniak, Gene R., 2012. "Marketing to the Base of the Pyramid: A Corporate Responsibility Approach with Case Inspired Strategies," Business and Politics, Cambridge University Press, vol. 14(1), pages 1-42, April.
    7. Santos Nicholas J.C. & Laczniak Gene R., 2012. "Marketing to the Base of the Pyramid: A Corporate Responsibility Approach with Case Inspired Strategies," Business and Politics, De Gruyter, vol. 14(1), pages 1-44, April.
    8. 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.
    9. Aneel Karnani, 2009. "Romanticising the poor harms the poor," Journal of International Development, John Wiley & Sons, Ltd., vol. 21(1), pages 76-86.
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    Cited by:

    1. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    2. Laczniak, Gene R. & Murphy, Patrick E., 2019. "The role of normative marketing ethics," Journal of Business Research, Elsevier, vol. 95(C), pages 401-407.

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