The neglected dimensions in marketing and LDC development : conceptualization and measurement proposal

Abstract

A fundamental flaw of existing models of marketing and its relationship to development is the presumption of a knowledgeable and dedicated workforce who are committed to seeing their societies move into more desirable socioeconomic situations.Evidence from lesser developed countries (LDCs) suggest that this situation may not always be the case.This thesis proposes that the effectiveness of any marketing programme rests with the development of a set of dimensions collectively referred to as the "human factor" (HF).In the absence of a developed human factor --a source of development ethos -marketing's impact on development in the LDCs will be minimal, at best.The thesis suggests that the HF has been neglected in past studies of marketing in LDC development partly because it lacks an effective and objective means of operationalizing the concept.This thesis proposes a method for generating the Human Factor Index (HFI), a quantitative representation of the extent of development of the HF in a society.The essay calls for further research into and development of the HFI to enhance the effective utilization of the human factor in future development efforts in LDCs.

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