Addressing the Ethical Challenge of Market Inclusion in Base-of-the-Pyramid Markets: A Macromarketing Approach.
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| Title: | Addressing the Ethical Challenge of Market Inclusion in Base-of-the-Pyramid Markets: A Macromarketing Approach. |
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| Authors: | Aiyar, Anaka1 (AUTHOR), Venugopal, Srinivas2 (AUTHOR) svenugop@uvm.edu |
| Source: | Journal of Business Ethics. Jun2020, Vol. 164 Issue 2, p243-260. 18p. 12 Charts, 2 Graphs. |
| Subject Terms: | Macromarketing, Low-income consumers, National health insurance, Child health insurance |
| Geographic Terms: | Vietnam |
| Abstract: | Making transformative services such as healthcare accessible to low-income consumers is an ethical challenge of vital importance to marketers. However, most low-income consumers across the world are excluded from the market for such transformative services because of financial constraints arising from poverty. In this paper, instead of focusing on the micro-interplay between firms and consumers, we examine the macro-interplay among firms, consumers, and public policy in addressing the ethical challenge of market inclusion at the base of the pyramid. Specifically, we examine how the Vietnam government used a policy of free and universal health insurance for children under the age of six as a means of lowering affordability barriers and fostering market inclusion in the healthcare market. Overnight in 2005, all children under the age of six living anywhere in Vietnam became eligible for free health insurance. Using this policy intervention as a natural experiment, we compare market inclusion outcomes of children under the age of six with older children who were ineligible before and after the program was implemented. We show that lowering affordability barriers through public policy (1) increases access to target services, (2) increases consumers' overall out-of-pocket spending, and (3) increases access to complementary services. By adopting a macromarketing lens, this study makes a strong case for collaboration among firms, governments, and communities in addressing the ethical challenge of system-wide market inclusion in base-of-the-pyramid markets. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Business Ethics is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 143593179 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Addressing the Ethical Challenge of Market Inclusion in Base-of-the-Pyramid Markets: A Macromarketing Approach. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Aiyar%2C+Anaka%22">Aiyar, Anaka</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Venugopal%2C+Srinivas%22">Venugopal, Srinivas</searchLink><relatesTo>2</relatesTo> (AUTHOR)<i> svenugop@uvm.edu</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Business+Ethics%22">Journal of Business Ethics</searchLink>. Jun2020, Vol. 164 Issue 2, p243-260. 18p. 12 Charts, 2 Graphs. – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Macromarketing%22">Macromarketing</searchLink><br /><searchLink fieldCode="DE" term="%22Low-income+consumers%22">Low-income consumers</searchLink><br /><searchLink fieldCode="DE" term="%22National+health+insurance%22">National health insurance</searchLink><br /><searchLink fieldCode="DE" term="%22Child+health+insurance%22">Child health insurance</searchLink> – Name: SubjectGeographic Label: Geographic Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Vietnam%22">Vietnam</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Making transformative services such as healthcare accessible to low-income consumers is an ethical challenge of vital importance to marketers. However, most low-income consumers across the world are excluded from the market for such transformative services because of financial constraints arising from poverty. In this paper, instead of focusing on the micro-interplay between firms and consumers, we examine the macro-interplay among firms, consumers, and public policy in addressing the ethical challenge of market inclusion at the base of the pyramid. Specifically, we examine how the Vietnam government used a policy of free and universal health insurance for children under the age of six as a means of lowering affordability barriers and fostering market inclusion in the healthcare market. Overnight in 2005, all children under the age of six living anywhere in Vietnam became eligible for free health insurance. Using this policy intervention as a natural experiment, we compare market inclusion outcomes of children under the age of six with older children who were ineligible before and after the program was implemented. We show that lowering affordability barriers through public policy (1) increases access to target services, (2) increases consumers' overall out-of-pocket spending, and (3) increases access to complementary services. By adopting a macromarketing lens, this study makes a strong case for collaboration among firms, governments, and communities in addressing the ethical challenge of system-wide market inclusion in base-of-the-pyramid markets. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Business Ethics is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ehh&AN=143593179 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1007/s10551-019-04275-9 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 18 StartPage: 243 Subjects: – SubjectFull: Macromarketing Type: general – SubjectFull: Low-income consumers Type: general – SubjectFull: National health insurance Type: general – SubjectFull: Child health insurance Type: general – SubjectFull: Vietnam Type: general Titles: – TitleFull: Addressing the Ethical Challenge of Market Inclusion in Base-of-the-Pyramid Markets: A Macromarketing Approach. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Aiyar, Anaka – PersonEntity: Name: NameFull: Venugopal, Srinivas IsPartOfRelationships: – BibEntity: Dates: – D: 08 M: 06 Text: Jun2020 Type: published Y: 2020 Identifiers: – Type: issn-print Value: 01674544 Numbering: – Type: volume Value: 164 – Type: issue Value: 2 Titles: – TitleFull: Journal of Business Ethics Type: main |
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