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This version was published on March 1, 2008
Journal of Macromarketing, Vol. 28, No. 1, 12-23 (2008)
DOI: 10.1177/0276146707311242

A Theory of the Firm Perspective on Marketing and Distributive Justice

Liselore Crul

Oxyme B.V., Amsterdam, The Netherlands.

George M. Zinkhan

University of Georgia.

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.

Key Words: distributive justice • theory of the firm • stakeholder theory


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