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A naturological approach to marketing exchanges: Implications for the bottom of the pyramid

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  • Hill, Ronald Paul

Abstract

Marketing as exchange has been the sine qua non of the field for over thirty years. While buyer-seller dyads dominate traditional conversations, other forms of transactions are included as long as value transfer occurs. The most logical extension is Stakeholder Theory, an approach with the same basic structure for understanding, maintaining, and advancing important relationships among firms and their constituencies. Together, they posit that self-contained individuals or units have a marked impact on one another, which passes across defined boundaries at discrete periods of time. Yet the failure to capture organic and dynamic ways in which such entities interact necessities a new approach, such as the naturological perspective that recognizes porous boundaries and reverberating consequences of marketing exchanges, especially among consumers and other impacted parties who survive at or near the proverbial bottom of the economic pyramid.

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  • Hill, Ronald Paul, 2010. "A naturological approach to marketing exchanges: Implications for the bottom of the pyramid," Journal of Business Research, Elsevier, vol. 63(6), pages 602-607, June.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:6:p:602-607
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    References listed on IDEAS

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    1. Deby Cassill, 2003. "Skew Selection: Nature Favors a Trickle-Down Distribution of Resources in Ants," Journal of Bioeconomics, Springer, vol. 5(2), pages 83-96, May.
    2. Schurr, Paul H & Ozanne, Julie L, 1985. "Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 939-953, March.
    3. Ronald Hill, 2008. "Disadvantaged Consumers: An Ethical Approach to Consumption by the Poor," Journal of Business Ethics, Springer, vol. 80(1), pages 77-83, June.
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    4. Christopher P. Blocker & Kenneth C. Manning & Carlos A. Trujillo, 2023. "Beyond radical affordability in the base of the pyramid: The role of consumer self‐confidence in product acceptance," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 619-647, January.
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