This paper introduces the concept of a ‘harm chain’ as a mechanism to further broaden the way in which firms and public policy makers consider potential negative outcomes from marketing activities. The purpose of conceptualizing a ‘harm chain’ is to examine specifically the creation of harm within networks of marketing exchanges that might occur throughout preproduction, production, consumption and post-consumption activities. The authors suggest that addressing issues where harm occurs allows both firms and policy makers to identify whether exchanges bring about harm, how relevant parties can address the core cause of harm, as well as how those who are harmed can be protected.
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