A Theory Of The Firm Perspective On Marketing And Distributive Justice  

Oleh:

Crul, Liselore ; Zinkhan, George M.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 28 no. 1 (Mar. 2008), page 12-23.
Topik: distributive justice; theory of the firm; stakeholder theory
Fulltext: 12.pdf (114.59KB)

Isi artikel

This article applies a theory-of-the-firm perspective to gain insights about a just allocation of economic resources by the marketing system. It discusses three groups of firm perspectives (i.e., economic theories, contingency theories, and marketing-oriented theories of the firm) and their implications for (1) the definition of distributive justice; (2) the sources, frequency, and intensity of conflict; and (3) approaches to conflict resolution. Finally, the authors argue that a stakeholder perspective of the firm is the most appropriate theory to avoid conflict and promote cooperation between the firm and its stakeholders because of both its instrumental and normative foundation.

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