Journal Name: Journal of Product & Brand Management
Purpose
This study aims to propose a strategic framework that explores how brands can be more inclusive by engaging both consumer and non-consumer (employees and suppliers) stakeholders to enhance stakeholder well-being.
Design/methodology/approach
There were two stages to the research: Phase 1 and Phase 2. The first phase used the Delphi method, conducting interviews with 14 experts three times to study important concepts and their reality in the workplace (Dataset I). In Phase 2, ethnography focused on marketing and collected information by interviewing, observing and taking photos in four different organisations. Each organisation had the researcher present for 15 days, and a total of 61 participants were interviewed (Dataset II).
Findings
The study recommends developing an approach engaging both consumers and non-consumers (suppliers) in brand inclusivity interactions to support the well-being of all stakeholders. This framework indicates that stakeholders’ participation, resources and actions greatly promote inclusivity. It has been found that stakeholders shape their experiences and understandings from their interactions and relationships, which benefit their well-being.
Research limitations/implications
The study’s main contribution is building a strategic model that ensures inclusive well-being for all parties, both consumers and non-consumers, focusing on suppliers and employees in a developing nation. Various individuals, such as farmers, rural artisans, small businesses and consumers with disabilities, took part, allowing for valuable recognition of how to include people in the local food markets.
Practical implications
By applying this framework, managers can help brands become more inclusive by considering both consumer and non-consumer opinions and encouraging collaboration at every point in the value chain, which results in better reactions from stakeholders to company actions.
Social implications
The paper provides the strategies applied by the brands to include marginal sections of society, such as rural women artisans, farmers, small sustainable businesses and people with disability. The brands include them in the value creation process of the organisation, leading to their better well-being.
Originality/value
To the best of the authors’ knowledge, this study is one of the first to include suppliers such as rural women artisans and farmers in exploring and understanding the processes involved in making a brand inclusive. It also highlights the crucial elements that affect the well-being of all stakeholders.
Keywords:Inclusive brand, Stakeholder well-being, Consumer inclusion, Supplier engagement, Brand strategy, Ethical marketing, Social responsibility, Non-consumer stakeholders, Marketing ethnography, Inclusive design, Brand trust, Developing economies