David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 80 (1):103 - 109 (2008)
The extant marketing literature provides little guidance for theory development or practice with regard to questions of ethical conformity and the resulting market response. To begin to bridge this research gap, we advance a theoretical framework of ethical conformity in marketing, appealing to marketing ethics, management strategy, and sociological foundations. We set the stage for our theoretical arguments by considering the role of normative expectations related to marketing practices and behaviors held by societal constituents. Against this backdrop, we propose drivers of conformity in marketing, including practices consistent with both overconformity and underconformity. The framework allows us to advance testable research propositions by which questions of ethical conformity may be explored. We conclude by suggesting additional future research needed to develop the domain, specifically in the form of empirical inquiries uncovering firm strategic decisions with ethical implications.
|Keywords||deviance theory identity institutional theory marketing ethics marketing strategy|
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References found in this work BETA
Gene R. Laczniak & Patrick E. Murphy (2006). Marketing, Consumers and Technology: Perspectives for Enhancing Ethical Transactions. Business Ethics Quarterly 16 (3):313-322.
Citations of this work BETA
Sean Valentine, Lynn Godkin & Philip E. Varca (2010). Role Conflict, Mindfulness, and Organizational Ethics in an Education-Based Healthcare Institution. Journal of Business Ethics 94 (3):455 - 469.
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