ABSTRACT
This chapter describes the search for a business approach that could potentially contribute to poverty alleviation as well as encouraging sustainable consumption patterns. The challenges associated with marketing to the poor require explicit policies and measures to improve international trade and intergenerational justice, local and national human rights, and reduce poverty. Building on the strength of the respective approaches and bridging the remaining gaps, the concept of Human Development through the Market seeks to provide an integrative vision on how business can contribute to poverty reduction in a sustainable way. C. K. Prahalad asserts that introducing market choice to the poor will free villagers from local monopolists and create a virtuous cycle of consumer access and improved product quality. Value chain promotion harnesses market forces to achieve development goals. Fair trade represents a market-driven response to trade inefficiencies and inequalities. Market-based approaches that benefit businesses while helping the poor require different rules.
