释放社会企业的真正潜力:印度自给自足背景下的建设性参与和综合正义模式--未来方向?

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2023-12-20 DOI:10.1177/02761467231221714
S. Jagadale
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引用次数: 0

摘要

本文深入探讨了印度社会企业 Paryavaran Mitra(环境之友)的运营情况。本文鼓励读者在固体废物管理中,在剥削主导的市场背景下,对公正和公平的概念进行批判性审视。我们鼓励读者从宏观市场营销的角度来理解形成商业行为和结果的环境和因素。Paryavaran Mitra(以下简称 PM)及其干预措施被誉为开创性的举措,为被剥夺权利的人群提供了一个完美的参与模式。然而,仅从印度拾破烂群体的规模(仅艾哈迈达巴德就有 30000 人)来看,这种模式的局限性就显而易见了。现在,PM 公司的创始人总经理阿吉特陷入了两难境地。关键的挑战在于如何优化与更多拾破烂妇女的接触,并确保她们获得公平公正的结果。本文研究还试图举例说明如何通过将建设性参与(Constructive Engagement,CE)作为一种宏观营销思维,将整合公正模式(Integrative Justice Model,IJM)的道德营销模式付诸实施。PM 采用这些原则来指导其商业行为,同时与捡破烂的妇女进行建设性接触。我们鼓励读者对环境和 PM 的干预措施进行解构,以更好地理解道德营销原则如何在此类市场中产生植根于尊严的公平和正义的理想结果。
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Unleashing the True Potential of a Social Enterprise: Constructive Engagement and Integrative Justice Model in the Indian Subsistence Context-Future Direction?
This paper delves into the operations of Paryavaran Mitra (Friends of the Environment), a social enterprise based in India. It encourages a critical examination of the notions of justice and fairness within the context of a market dominated by exploitation in a Solid Waste Management setting. We encourage readers to adopt the macromarketing perspective to appreciate the settings and factors that shape the business practices and outcomes. Paryavaran Mitra (hereafter, PM) and its interventions are lauded as path-breaking initiatives, providing a perfect engagement model with disenfranchised populations. However, limitations of this model become apparent by the mere size of the rag-picking community in India (30000 in Ahmedabad alone). Now, a founder managing director of PM, Ajit, finds himself in a dilemma. The pivotal challenge is optimizing engagement with a greater number of rag-picking women and ensuring equitable and just outcomes for them. The paper study also attempts to exemplify how the ethical marketing model of the Integrative Justice Model (IJM) can be operationalized by adapting Constructive Engagement (CE) as a macromarketing mindset. PM has adopted these principles to guide its business practices while engaging constructively with rag-picking women. Readers are encouraged to deconstruct the setting and PM's interventions to better understand how ethical marketing principles result in desired outcomes of fairness and justice rooted in dignity within such marketplaces.
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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