NH Final Thesis
SOCIAL MARKETING AND THE CORRUPTION CONUNDRUM IN MOROCCO: AN EXPLORATORY ANALYSIS N. HAMELIN Ph.D. 2016 i SOCIAL MARKETING AND THE CORRUPTION CONUNDRUM IN MOROCCO: AN EXPLORATORY ANALYSIS NICOLAS HAMELIN A thesis submitted in partial fulfilment of the requirements of the University of East London for the degree of Doctor of Philosophy February, 2016 ii Abstract The modern world is characterised by socio-economic disruptions, civil unrests, and weakening of many societal institutions, amongst many other challenges to our social fabric. Therefore, scholars are increasingly scouring a wide variety of conceptual prisms to seek explanations and possible solutions to those problems contemporaneously manifesting themselves. The pervading force of corruption, across the globe, remains a major concern among nations, multilateral agencies, such as Transparency International, and more profoundly in major business and public policy discourses. For many developing countries, especially those with weak institutions, high levels of corruption are causatively associated with high levels of poverty, poor economic performance and under-development. Against this background, using the Kingdom of Morocco as a contextual base, this thesis explores the growing incidence of corruption, which has stunted the nation’s positive development, as well as its triggers, antecedents and consequences. Whilst the literature is replete with treatments of corruption across time and space, such treatments have focused on social and macroeconomic underpinnings but largely lack rigorous marketing-framed explorations. Following on from this lacuna, this thesis situates the treatment of corruption in Morocco within the conceptual frame of social marketing — a demonstrably robust platform for analysing societal issues and, indeed, a validated behavioural intervention model.
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