David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
Learn more about PhilPapers
Journal of Business Ethics 36 (1-2):111 - 118 (2002)
Culture plays an important role in defining ethics standards because dissimilar cultures socialize their people differently, according to what is acceptable behaviour. The potential significance of ethnic groups for marketing justifies inquiry into the moral judgments, standards, and rules of conduct exercised in marketing decisions and situations arising from decisions whether or not to focus on individual ethnic groups within an economy. Identifying and targeting ethnic groups for marketing purposes are tasks fraught with many ethical difficulties. In a multicultural society consisting of a dominant group and many diverse, minority groups defined by ethnicity, these problems can be expected to increase substantially. Consequently, marketers may include minority ethnic consumers in their mainstream marketing programs. In itself, this has ethical consequences. Alternatively, if marketers seek to target individual minority ethnic groups within the same economy a further set of ethical consequences needs to be considered. This paper reviews the concepts of ethnicity and ethnic groups and their relevance for marketing strategy within an economy where there is a dominant group and also significant minority ethnic groups. The ethical consequences for minority communities arising from the use of non-ethnic, mainstream marketing programs are examined. An alternative approach, ethnic marketing, is also examined and its ethical consequences in terms of other groups within the one country appraised. The ethical dilemma and tradeoffs facing marketers within advanced, culturally diverse countries are then considered.
|Keywords||No keywords specified (fix it)|
|Categories||categorize this paper)|
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
|Through your library|
References found in this work BETA
No references found.
Citations of this work BETA
Chong Ju Choi & Ron Berger (2009). Ethics of Global Internet, Community and Fame Addiction. Journal of Business Ethics 85 (2):193 - 200.
Similar books and articles
Sharyne Merritt (1991). Marketing Ethics and Education: Some Empirical Findings. [REVIEW] Journal of Business Ethics 10 (8):625 - 632.
C. B. Bhattacharya (2010). Marketing's Consequences. Business Ethics Quarterly 20 (4):617-641.
Karen Kovach (2010). The Moral Legacy of Communal Wrongs: Ethnic Identity Groups and Intergenerational Moral Sentiment. Metaphilosophy 41 (4):618-638.
Jo Ann Ho (2010). Ethical Perception: Are Differences Between Ethnic Groups Situation Dependent? Business Ethics 19 (2):154-182.
Albert W. Musschenga (1998). Intrinsic Value as a Reason for the Preservation of Minority Cultures. Ethical Theory and Moral Practice 1 (2):201-225.
Gene R. Laczniak & Patrick E. Murphy (1991). Fostering Ethical Marketing Decisions. Journal of Business Ethics 10 (4):259 - 271.
George G. Brenkert (2008). Marketing Ethics. Blackwell Pub..
Jennifer Alvidrez & Patricia A. Areán (2002). Psychosocial Treatment Research with Ethnic Minority Populations: Ethical Considerations in Conducting Clinical Trials. Ethics and Behavior 12 (1):103 – 116.
Added to index2009-01-28
Total downloads24 ( #70,447 of 1,098,427 )
Recent downloads (6 months)4 ( #78,747 of 1,098,427 )
How can I increase my downloads?