TY - JOUR
T1 - A theory of the Firm Perspective on Marketing and Distributive Justice
AU - Crul, L.
AU - Zinkhan, G.M.
PY - 2008
Y1 - 2008
N2 - 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. © 2008 Sage Publications, Inc.
AB - 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. © 2008 Sage Publications, Inc.
U2 - 10.1177/0276146707311242
DO - 10.1177/0276146707311242
M3 - Article
SN - 0276-1467
VL - 28
SP - 12
EP - 23
JO - Journal of Macromarketing
JF - Journal of Macromarketing
ER -
