Abstract
The social justice paradigm, developed in philosophy by John Rawls and others, reaches limits when confronted with diverse populations, unsound governments, and global markets. Its parameters are further limited by a traditional utilitarian approach to both industrial actors and consumer behaviors. Finally, by focusing too exclusively on poverty, as manifested in insufficient incomes or resources, the paradigm overlooks the oppressive role that gender, race, and religious prejudice play in keeping the poor subordinated. The authors suggest three ways in which marketing researchers could bring their unique expertise to the question of social justice in a global economy: by (1) reinventing the theoretical foundation laid down by thinkers such as Rawls, (2) documenting and evaluating emergent "feasible fixes" to achieve justice (e.g., the global resource dividend, cause-related marketing, Fair Trade, philanthrocapitalism), and (3) exploring the parameters of the consumption basket that would be minimally required to achieve human capabilities.
| Original language | English |
|---|---|
| Pages (from-to) | 39-46 |
| Number of pages | 8 |
| Journal | Journal of Public Policy and Marketing |
| Volume | 30 |
| Issue number | 1 |
| DOIs | |
| State | Published - Mar 2011 |
| Externally published | Yes |
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All Science Journal Classification (ASJC) codes
- Business and International Management
- Economics and Econometrics
- Marketing
Cite this
Beyond poverty : Social justice in a global marketplace. / Scott, Linda; Williams, Jerome D.; Menzel Baker, Stacey; Brace-Govan, Jan; Downey, Hilary; Hakstian, Anne Marie; Henderson, Geraldine Rosa; Loroz, Peggy Sue; Webb, Dave.
In: Journal of Public Policy and Marketing, Vol. 30, No. 1, 03.2011, p. 39-46.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Beyond poverty
T2 - Social justice in a global marketplace
AU - Scott, Linda
AU - Williams, Jerome D.
AU - Menzel Baker, Stacey
AU - Brace-Govan, Jan
AU - Downey, Hilary
AU - Hakstian, Anne Marie
AU - Henderson, Geraldine Rosa
AU - Loroz, Peggy Sue
AU - Webb, Dave
PY - 2011/3
Y1 - 2011/3
N2 - The social justice paradigm, developed in philosophy by John Rawls and others, reaches limits when confronted with diverse populations, unsound governments, and global markets. Its parameters are further limited by a traditional utilitarian approach to both industrial actors and consumer behaviors. Finally, by focusing too exclusively on poverty, as manifested in insufficient incomes or resources, the paradigm overlooks the oppressive role that gender, race, and religious prejudice play in keeping the poor subordinated. The authors suggest three ways in which marketing researchers could bring their unique expertise to the question of social justice in a global economy: by (1) reinventing the theoretical foundation laid down by thinkers such as Rawls, (2) documenting and evaluating emergent "feasible fixes" to achieve justice (e.g., the global resource dividend, cause-related marketing, Fair Trade, philanthrocapitalism), and (3) exploring the parameters of the consumption basket that would be minimally required to achieve human capabilities.
AB - The social justice paradigm, developed in philosophy by John Rawls and others, reaches limits when confronted with diverse populations, unsound governments, and global markets. Its parameters are further limited by a traditional utilitarian approach to both industrial actors and consumer behaviors. Finally, by focusing too exclusively on poverty, as manifested in insufficient incomes or resources, the paradigm overlooks the oppressive role that gender, race, and religious prejudice play in keeping the poor subordinated. The authors suggest three ways in which marketing researchers could bring their unique expertise to the question of social justice in a global economy: by (1) reinventing the theoretical foundation laid down by thinkers such as Rawls, (2) documenting and evaluating emergent "feasible fixes" to achieve justice (e.g., the global resource dividend, cause-related marketing, Fair Trade, philanthrocapitalism), and (3) exploring the parameters of the consumption basket that would be minimally required to achieve human capabilities.
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U2 - 10.1509/jppm.30.1.39
DO - 10.1509/jppm.30.1.39
M3 - Article
VL - 30
SP - 39
EP - 46
JO - Journal of Public Policy and Marketing
JF - Journal of Public Policy and Marketing
SN - 0748-6766
IS - 1
ER -