IDEAS home Printed from https://ideas.repec.org/a/bla/bstrat/v15y2006i3p171-184.html
   My bibliography  Save this article

Sustainability marketing for the poorest of the poor

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/bse.523
    Download Restriction: no
    File URL: https://libkey.io/10.1002/bse.523?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Polonsky, Michael Jay & Rosenberger, Philip III, 2001. "Reevaluating green marketing: a strategic approach," Business Horizons, Elsevier, vol. 44(5), pages 21-30.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. Thilo J. Ketschau, 2015. "Social Justice as a Link between Sustainability and Educational Sciences," Sustainability, MDPI, vol. 7(11), pages 1-18, November.
    4. 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.
    5. 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.
    6. Joanne Meehan & David Bryde, 2011. "Sustainable procurement practice," Business Strategy and the Environment, Wiley Blackwell, vol. 20(2), pages 94-106, February.
    7. 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.
    8. 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.
    9. 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.
    10. 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.
    11. 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.
    12. Li, Wen & Peng, Qing, 2023. "Digital courts and corporate investment in sustainability: Evidence from China," International Review of Financial Analysis, Elsevier, vol. 88(C).
    13. 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.
    14. 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.
    15. 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.
    16. 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.
    17. 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.
    18. 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.
    19. 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.
    20. 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.
    21. 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.
    22. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Handoko Limaho & Sugiarto & Rudy Pramono & Rio Christiawan, 2022. "The Need for Global Green Marketing for the Palm Oil Industry in Indonesia," Sustainability, MDPI, vol. 14(14), pages 1-15, July.
    2. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    3. Angela Dettori, 2020. "Sustainability as a Matrix of Experiential Marketing," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-29, March.
    4. Silvia Puiu & Mihaela Tinca Udriștioiu, 2024. "The Impact of Environmental Volunteering on Employees, Companies, and Local Communities: A Case Study on Romanian Companies," IJERPH, MDPI, vol. 21(5), pages 1-12, May.
    5. Chirag Malik & Neeraj Singhal, 2017. "Consumer Environmental Attitude and Willingness to Purchase Environmentally Friendly Products: An SEM Approach," Vision, , vol. 21(2), pages 152-161, June.
    6. Ramme, Iris & Heimann, Ruth, 2015. "Green packaging from a company’s perspective: Determining factors for packaging solutions in the German fruit juice industry," MPRA Paper 65632, University Library of Munich, Germany.
    7. Chun-Yi Ho & Bi-Huei Tsai & Chiao-Shan Chen & Ming-Tsang Lu, 2021. "Exploring Green Marketing Orientations toward Sustainability the Hospitality Industry in the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(8), pages 1-18, April.
    8. Uribe Arévalo, Aura Janeth, 2023. "La responsabilidad del marketing verde," Revista Tendencias, Universidad de Narino, vol. 24(2), pages 288-306, July.
    9. Erick Auma Omondi, 2024. "Enviropreneurial Marketing Strategies on Sustainability of Cement Industry in Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 1945-1968, March.
    10. Mihai Stoica, 2021. "Green Marketing Communication Strategies: An Integrative Literature Review," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 388-396, July.
    11. Kadri G Yilmaz & Sedat Belbag, 2016. "Prediction of Consumer Behavior Regarding Purchasing Remanufactured Products: A Logistics Regression Model," International Journal of Business and Social Research, LAR Center Press, vol. 6(2), pages 1-10, February.
    12. Rupesh Kumar & Deepak Bangwal, 2023. "An assessment of sustainable supply chain initiatives in Indian automobile industry using PPS method," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(9), pages 9703-9729, September.
    13. Olena VRUBLEVSKA, 2024. "Environmental Goods And Services: Developments Of The Concept, The Economic Sector, And The Markets," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 19(1), pages 276-300, April.
    14. Roby Setiadi & Kardison Lumban Batu & Harry Soesanto, 2017. "Does an Environmental Marketing Strategy Influence Marketing and Financial Performance? A Study of Indonesian Exporting Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 177-192.
    15. M. Alex Syaekhoni & Ganjar Alfian & Young S. Kwon, 2017. "Customer Purchasing Behavior Analysis as Alternatives for Supporting In-Store Green Marketing Decision-Making," Sustainability, MDPI, vol. 9(11), pages 1-22, November.
    16. Ayça Kubra Hizarci‐Payne & İlayda İpek & Gülüzar Kurt Gümüş, 2021. "How environmental innovation influences firm performance: A meta‐analytic review," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1174-1190, February.
    17. Constantinescu Raluca & Muntean Denisa-Roxana, 2022. "Circular economy: adopting new green trends in marketing for a sustainable consumer experience based on Internet of Things," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1447-1455, August.
    18. Sung Yul Ryoo & Chulmo Koo, 2013. "Green practices-IS alignment and environmental performance: The mediating effects of coordination," Information Systems Frontiers, Springer, vol. 15(5), pages 799-814, November.
    19. Vinod Kumar & Zillur Rahman & A. A. Kazmi, 2016. "Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies," SAGE Open, , vol. 6(3), pages 21582440166, September.
    20. Plavini Punyatoya, 2014. "Linking Environmental Awareness and Perceived Brand Eco-friendliness to Brand Trust and Purchase Intention," Global Business Review, International Management Institute, vol. 15(2), pages 279-289, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:bstrat:v:15:y:2006:i:3:p:171-184. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-0836 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.