Marketing strategies and the search for virtue: A case analysis of the body shop, international

Journal of Business Ethics 20 (3):249 - 263 (1999)
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The authors propose a framework to integrate virtue ethics into marketing theory and apply it to the development of marketing strategies. Virtue ethics, a philosophy that focuses on an individual's moral character, has received limited attention from marketing scholars and researchers. The authors argue that without consideration of virtue ethics a comprehensive analysis of the ethical character of marketing decision makers and their strategies cannot be achieved. They provide an overview of virtue ethics supplemented by a case study of The Body Shop, International to demonstrate how evaluation of the ethics of corporate executives and their marketing strategies is completed by virtue ethics.



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Citations of this work

CEO incentives and corporate social performance.Jean McGuire, Sandra Dow & Kamal Argheyd - 2003 - Journal of Business Ethics 45 (4):341 - 359.
Business ethics: A helpful hybrid in search of integrity.Edmund F. Byrne - 2002 - Journal of Business Ethics 37 (2):121 - 133.
The ethics of marketing good corporate conduct.Mary Lyn Stoll - 2002 - Journal of Business Ethics 41 (1-2):121 - 129.

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References found in this work

After Virtue.A. MacIntyre - 1981 - Tijdschrift Voor Filosofie 46 (1):169-171.
Modern Moral Philosophy.G. E. M. Anscombe - 1958 - Philosophy 33 (124):1 - 19.
The Right and the Good.W. D. Ross - 1930 - Philosophy 6 (22):236-240.

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