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Marketing to the Base of the Pyramid: A Corporate Responsibility Approach with Case Inspired Strategies

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  • Santos, Nicholas J.C.
  • Laczniak, Gene R.

Abstract

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.

Suggested Citation

  • 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.
  • Handle: RePEc:cup:buspol:v:14:y:2012:i:01:p:1-42_00
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    Cited by:

    1. 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.
    2. Angela P. Chen & Giorgia Nigri & Thomas E. Culham & Barbara Nussbaum & Richard Peregoy & Margot Plunkett, 2024. "The Manager and Love: Evoking a Loving Inquiry in a Group Setting," Humanistic Management Journal, Springer, vol. 9(2), pages 183-202, August.
    3. 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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