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Marketing to the Poor: A Justice-Inspired Approach

Nicholas J. C. Santos, S.J., Gene R. Laczniak
July 1, 2011
SKU:
BUS-004025
Region: 
North America
Topic: 
Ethics & Social Justice
Length: 
17 pages
Keywords: 
Justice, ethics, Jesuit, business, Common Good, Economics, Marketsusiness, Common Good, Economics, markets
Copyrighted by: 
Colleagues in Jesuit Business Association
Student Price: 
Free
Average rating: 
0
Business engagement with impoverished consumers as a distinct strategy option was rarely considered until recently, as the impoverished market segment was typically evaluated as having little to contribute to the exchange process. Thought of in classic “definition of a market” terms, the poor may have the desire to purchase but they lack sufficient ability to buy.