Beyond poverty

Social justice in a global marketplace

Linda Scott, Jerome D. Williams, Stacey Menzel Baker, Jan Brace-Govan, Hilary Downey, Anne Marie Hakstian, Geraldine Rosa Henderson, Peggy Sue Loroz, Dave Webb

Research output: Contribution to journalArticle

13 Citations (Scopus)

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 languageEnglish
Pages (from-to)39-46
Number of pages8
JournalJournal of Public Policy and Marketing
Volume30
Issue number1
DOIs
StatePublished - Mar 2011
Externally publishedYes

Fingerprint

Paradigm
Social justice
Poverty
Resources
Expertise
Dividends
Justice
Fair trade
Global market
Income
Marketing
Gender roles
Consumer behaviour
Government
Global economy
John Rawls
Prejudice
Cause-related marketing

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Scott, L., Williams, J. D., Menzel Baker, S., Brace-Govan, J., Downey, H., Hakstian, A. M., ... Webb, D. (2011). Beyond poverty: Social justice in a global marketplace. Journal of Public Policy and Marketing, 30(1), 39-46. https://doi.org/10.1509/jppm.30.1.39

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 journalArticle

Scott, L, Williams, JD, Menzel Baker, S, Brace-Govan, J, Downey, H, Hakstian, AM, Henderson, GR, Loroz, PS & Webb, D 2011, 'Beyond poverty: Social justice in a global marketplace', Journal of Public Policy and Marketing, vol. 30, no. 1, pp. 39-46. https://doi.org/10.1509/jppm.30.1.39
Scott, Linda ; Williams, Jerome D. ; Menzel Baker, Stacey ; Brace-Govan, Jan ; Downey, Hilary ; Hakstian, Anne Marie ; Henderson, Geraldine Rosa ; Loroz, Peggy Sue ; Webb, Dave. / Beyond poverty : Social justice in a global marketplace. In: Journal of Public Policy and Marketing. 2011 ; Vol. 30, No. 1. pp. 39-46.
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