Social contracts and marketing ethics

被引:186
作者
Dunfee, TW [1 ]
Smith, NC
Ross, WT
机构
[1] Univ Penn, Carol & Lawrence Zicklin Ctr Business Eth Res, Wharton Sch, Philadelphia, PA 19104 USA
[2] Georgetown Univ, McDonough Sch Business, Washington, DC 20057 USA
[3] Temple Univ, Res & Doctoral Programs, Fox Sch Business & Management, Philadelphia, PA 19122 USA
关键词
D O I
10.2307/1251773
中图分类号
F [经济];
学科分类号
02 ;
摘要
In this article, the authors describe the need and the search to date for a normative moral foundation for marketing. Social contract theory appears promising because of its clear correspondence to the exchange relationships central to marketing thought and practice. The authors introduce it in a specific formulation known as Integrative Social Contracts Theory (ISCT). This theory provides a coherent framework for resolving ethical issues that arise among different communities and is therefore particularly appropriate because marketers frequently engage in boundary-spanning relationships and cross-cultural activities. The authors explore the application of ISCT to ethical decision making in marketing through the use of bribery as a major illustrative example. They discuss implications for managers and researchers.
引用
收藏
页码:14 / 32
页数:19
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