Character and virtue ethics in international marketing: An agenda for managers, researchers and educators [Book Review]

Journal of Business Ethics 18 (1):107 - 124 (1999)
Abstract
This article examines the applicability of character and virtue ethics to international marketing. The historical background of this field, dimensions of virtue ethics and its relationship to other ethical theories are explained. Five core virtues – integrity, fairness, trust, respect and empathy – are suggested as especially relevant for marketing in a multicultural and multinational context. Implications are drawn for marketing scholars, practitioners and educators.
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