Stakeholder perspectives on fairness in the marketplace: Empirical evidence from the Kenyan alcohol market
研究基于肯尼亚酒精市场的长期观察数据，分析不同利益相关者对公平的看法、问题诊断及解决方案，为理解市场公平提供理论框架。
Issues of fairness relate to distributive justice (DJ), which is concerned with how a society distributes benefits and burdens. Whilst marketing theory has considered fairness in the distribution of basic goods, we lack insight into stakeholder perspectives on fairness for goods such as alcohol, which can be problematic, due to their global health and social burden. This study examines stakeholder perspectives on fairness from the Kenyan alcohol marketplace. Using longitudinal ethnographic data, we draw on two DJ theories, (egalitarianism and prioritarianism), to examine fairness perspectives of different stakeholders, their problem diagnosis, and proposed solutions to fairness challenges in the alcohol marketplace. By so doing, we give voice to previously unheard stakeholders, and expose some of the potential theoretical foundations for competing notions of fairness. The study also exemplifies the linkages between different forms of fairness and proposes a fairness chain as a framework for evaluating fairness in the marketplace.