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Sustainability marketing for the poorest of the poor
Author(s) -
Kirchgeorg Manfred,
Winn Monika I.
Publication year - 2006
Publication title -
business strategy and the environment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.123
H-Index - 105
eISSN - 1099-0836
pISSN - 0964-4733
DOI - 10.1002/bse.523
Subject(s) - sustainability , poverty , work (physics) , marketing , economics , sustainable development , business , economic growth , political science , engineering , ecology , biology , mechanical engineering , law
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.