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Character and Virtue Ethics in International Marketing: An Agenda for Managers, Researchers and Educators

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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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  1. Department of Marketing, University of Notre Dame, Notre Dame, IN, 46556, U.S.A. E-mail: Email

    Patrick E. Murphy

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Murphy, P.E. Character and Virtue Ethics in International Marketing: An Agenda for Managers, Researchers and Educators. Journal of Business Ethics 18, 107–124 (1999). https://doi.org/10.1023/A:1006072413165

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