Abstract
The main purpose of this paper is to review the multiple understandings of the concept of equity and its different underpinning theories in a business to customer context. The design of this research is based on a mere documentary analysis and some observations. However, the findings show that equity is mainly understood as fairness, as well as distributive justice in the business setting.This paper serves to remind manufacturers and managers that they should abide to fair practices in order to offer some good quality products or services as well as some very fair prices that are in line with the customer expectations in terms of norms, requirements, and needs.Keywords: Equity, customer, distributive justice, marketing.
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