Mwangi, V., Cocker, Hayley Louise and Piacentini, Maria G 2024. Stakeholder perspectives on fairness in the marketplace: Empirical evidence from the Kenyan alcohol market. Marketing Theory. 24 (4), pp. 643-662. https://doi.org/10.1177/14705931231207684
| Title | Stakeholder perspectives on fairness in the marketplace: Empirical evidence from the Kenyan alcohol market |
|---|---|
| Type | Journal article |
| Authors | Mwangi, V., Cocker, Hayley Louise and Piacentini, Maria G |
| Abstract | Issues of fairness relate to distributive justice (DJ), which is concerned with how a society distributes benefits and burdens. Whilst marketing theory has considered fairness in the distribution of basic goods, we lack insight into stakeholder perspectives on fairness for goods such as alcohol, which can be problematic, due to their global health and social burden. This study examines stakeholder perspectives on fairness from the Kenyan alcohol marketplace. Using longitudinal ethnographic data, we draw on two DJ theories, (egalitarianism and prioritarianism), to examine fairness perspectives of different stakeholders, their problem diagnosis, and proposed solutions to fairness challenges in the alcohol marketplace. By so doing, we give voice to previously unheard stakeholders, and expose some of the potential theoretical foundations for competing notions of fairness. The study also exemplifies the linkages between different forms of fairness and proposes a fairness chain as a framework for evaluating fairness in the marketplace. |
| Keywords | Marketing |
| Journal | Marketing Theory |
| Journal citation | 24 (4), pp. 643-662 |
| ISSN | 1470-5931 |
| 1741-301X | |
| Year | 2024 |
| Publisher | Sage |
| Accepted author manuscript | File Access Level Open (open metadata and files) |
| Publisher's version | License CC BY-NC 4.0 File Access Level Open (open metadata and files) |
| Digital Object Identifier (DOI) | https://doi.org/10.1177/14705931231207684 |
| Publication dates | |
| Published online | 17 Oct 2023 |
| Published in print | 2024 |
| Funder | Lancaster University Management School |