Systemic and service dominant socio-economic development: Legal, judicial and market capacity building in Bangladesh

Greater understanding of marketing systems and sub-systems is imperative if living standards and the quality of life are to improve in developing economies. As part of a World Bank project to aid in legal capacity building and socio-economic development, the authors are administering a field study in Bangladesh to assess that country’s legal system, and other key elements of its marketing system. Site visits and depth interviews were conducted with numerous stakeholders of the legal system. Drawing on those observations and interviews, and literature from macromarketing systems analysis, marketing service encounters, and service-dominant logic (SDL) the authors propose a model for explication of the judicial system, with broader implications for the marketing system. In doing so it is hoped that insights can be gleaned to help judicial authorities and public policy makers involved in reform efforts in Bangladesh and other developing economies. Such perspective will enable interested change-agents to better examine the entire system and to create a more transparent and efficient legal process that will improve service provision, marketing system efficacy, and justice, and ultimately will enhance economic and societal well-being.