Win-Win in villages: The benefits of inventory advances to direct salespeople
Using socially responsible marketing to yield economic and social benefits in emerging markets
The link between socio-economic impoverishment and unhealthy, unhygienic, and most importantly unsafe conditions of living is well known. As is the fact that implementation of better living solutions is constrained by ability, access and awareness. Using a lens of socially responsible marketing, this research shows that advancing inventory on credit to local salesforce for selling utilitarian products in rural settings can help achieve two objectives: financial objectives of profit and social objectives of increased self-confidence. This study aims to better document the mechanisms of these win-win outcomes.