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Sustainability marketing for the poorest of the poor

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  • Manfred Kirchgeorg
  • Monika I. Winn

Abstract

Recent work is reconceptualizing global poverty as an attractive growth opportunity for firms, that can simultaneously alleviate the problem of poverty. This notion has major implications for the sustainability of global society in general, and for the concepts and practice of marketing in particular. It is the purpose of this paper to explore, and bring attention to, these important implications, and to offer conceptual and practical suggestions for a sustainability marketing for the poor. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Manfred Kirchgeorg & Monika I. Winn, 2006. "Sustainability marketing for the poorest of the poor," Business Strategy and the Environment, Wiley Blackwell, vol. 15(3), pages 171-184, May.
    • Handle: RePEc:bla:bstrat:v:15:y:2006:i:3:p:171-184
    DOI: 10.1002/bse.523
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    References listed on IDEAS

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    1. Polonsky, Michael Jay & Rosenberger, Philip III, 2001. "Reevaluating green marketing: a strategic approach," Business Horizons, Elsevier, vol. 44(5), pages 21-30.
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    1. Kumar, Avinash & Kumra, Rajeev & Singh, Ramendra, 2022. "Base of the pyramid producers’ constraints: An integrated review and research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 115-129.
    2. Magdalena Kowalska, 2020. "SME Managers’ Perceptions of Sustainable Marketing Mix in Different Socioeconomic Conditions—A Comparative Analysis of Sri Lanka and Poland," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    3. Virgilio Panapanaan & Tytti Bruce & Terhi Virkki‐Hatakka & Lassi Linnanen, 2016. "Analysis of Shared and Sustainable Value Creation of Companies Providing Energy Solutions at the Base of the Pyramid (BoP)," Business Strategy and the Environment, Wiley Blackwell, vol. 25(5), pages 293-309, July.
    4. Gabriel, Cle-Anne, 2016. "What is challenging renewable energy entrepreneurs in developing countries?," Renewable and Sustainable Energy Reviews, Elsevier, vol. 64(C), pages 362-371.
    5. Joanne Meehan & David Bryde, 2011. "Sustainable procurement practice," Business Strategy and the Environment, Wiley Blackwell, vol. 20(2), pages 94-106, February.
    6. Monika Winn & Manfred Kirchgeorg & Andrew Griffiths & Martina K. Linnenluecke & Elmar Günther, 2011. "Impacts from climate change on organizations: a conceptual foundation," Business Strategy and the Environment, Wiley Blackwell, vol. 20(3), pages 157-173, March.
    7. Li, Wen & Peng, Qing, 2023. "Digital courts and corporate investment in sustainability: Evidence from China," International Review of Financial Analysis, Elsevier, vol. 88(C).
    8. Gabriel, Cle-Anne & Kirkwood, Jodyanne, 2016. "Business models for model businesses: Lessons from renewable energy entrepreneurs in developing countries," Energy Policy, Elsevier, vol. 95(C), pages 336-349.
    9. Irma SHYLE, 2018. "Purchasing Decisions and Consumer Behavior in BoP- Albanian Reality," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 24-33, November.
    10. Jielin Jing & Jianling Wang & Zhuochen Hu, 2023. "Has corporate involvement in government-initiated corporate social responsibility activities increased corporate value?—Evidence from China’s Targeted Poverty Alleviation," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-16, December.
    11. Cosette M. Joyner Armstrong & Kim Y. Hiller Connell & Chunmin Lang & Mary Ruppert-Stroescu & Melody L. A. LeHew, 2016. "Educating for Sustainable Fashion: Using Clothing Acquisition Abstinence to Explore Sustainable Consumption and Life Beyond Growth," Journal of Consumer Policy, Springer, vol. 39(4), pages 417-439, December.
    12. Chikweche, Tendai & Fletcher, Richard, 2010. "Understanding factors that influence purchases in subsistence markets," Journal of Business Research, Elsevier, vol. 63(6), pages 643-650, June.
    13. Thilo J. Ketschau, 2015. "Social Justice as a Link between Sustainability and Educational Sciences," Sustainability, MDPI, vol. 7(11), pages 1-18, November.
    14. Stefan Gold & Ilma Nur Chowdhury & Fahian Anisul Huq & Kristin Heinemann, 2020. "Social business collaboration at the bottom of the pyramid: The case of orchestration," Business Strategy and the Environment, Wiley Blackwell, vol. 29(1), pages 262-275, January.
    15. Tassilo Schuster & Dirk Holtbrügge, 2014. "Benefits of Cross‐sector Partnerships in Markets at the Base of the Pyramid," Business Strategy and the Environment, Wiley Blackwell, vol. 23(3), pages 188-203, March.
    16. Engelseth, Per & Sandvik, Marius, 2017. "On Complexity, Ecosystems, and Sustainability in Local Food Supply: A Case Study on Fresh Seafood Supply," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(3), August.
    17. Christian Schrader & Juergen Freimann & Stefan Seuring, 2012. "Business Strategy at the Base of the Pyramid," Business Strategy and the Environment, Wiley Blackwell, vol. 21(5), pages 281-298, July.
    18. Hall, Jeremy K. & Daneke, Gregory A. & Lenox, Michael J., 2010. "Sustainable development and entrepreneurship: Past contributions and future directions," Journal of Business Venturing, Elsevier, vol. 25(5), pages 439-448, September.
    19. 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.
    20. Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.
    21. Islam, Md. Monirul & Irfan, Muhammad & Shahbaz, Muhammad & Vo, Xuan Vinh, 2022. "Renewable and non-renewable energy consumption in Bangladesh: The relative influencing profiles of economic factors, urbanization, physical infrastructure and institutional quality," Renewable Energy, Elsevier, vol. 184(C), pages 1130-1149.
    22. Anton Shevchenko & Xiaodan Pan & Goran Calic, 2020. "Exploring the effect of environmental orientation on financial decisions of businesses at the bottom of the pyramid: Evidence from the microlending context," Business Strategy and the Environment, Wiley Blackwell, vol. 29(5), pages 1876-1886, July.

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