David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 41 (1-2):121 - 129 (2002)
Companies that contribute to charitable organizations rightly hope that their philanthropic work will also be good for the bottom line. Marketers of good corporate conduct must be especially careful, however, to market such conduct in a morally acceptable fashion. Although marketers typically engage in mild deception or take artistic license when marketing goods and services, these sorts of practices are far more morally troublesome when used to market good corporate conduct. I argue that although mild deception is not substantially worrisome with respect to the marketing of most goods and services, it is a far greater moral blunder to use such methods in the marketing of good corporate character. These erode trust and demonstrate alack of adequate respect for the moral good. In light of these concerns, I suggest that such practices must be re-examined when applied to the marketing of corporate character and good conduct. Finally, I develop a revised set of ethical guidelines that are needed in order to address the problems peculiar to the marketing of morally praiseworthy behavior.
|Keywords||advertising ethics business ethics corporate character corporate philanthropy marketing|
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Citations of this work BETA
Bert van de Ven (2008). An Ethical Framework for the Marketing of Corporate Social Responsibility. Journal of Business Ethics 82 (2):339-352.
Kristen Bell DeTienne & Lee W. Lewis (2005). The Pragmatic and Ethical Barriers to Corporate Social Responsibility Disclosure: The Nike Case. [REVIEW] Journal of Business Ethics 60 (4):359 - 376.
C. Daniel Batson, Elizabeth Collins & Adam A. Powell (2006). Doing Business After the Fall: The Virtue of Moral Hypocrisy. [REVIEW] Journal of Business Ethics 66 (4):321 - 335.
Robert A. Giacalone, Karen Paul & Carole L. Jurkiewicz (2005). A Preliminary Investigation Into the Role of Positive Psychology in Consumer Sensitivity to Corporate Social Performance. Journal of Business Ethics 58 (4):295 - 305.
Kellie Liket & Ana Simaens (2013). Battling the Devolution in the Research on Corporate Philanthropy. Journal of Business Ethics 126 (2):1-24.
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