Gamification is an increasingly common marketing tool. Yet, to date, there has been little examination of its ethical implications. In light of the potential implications of this type of stealth marketing for consumer welfare, this paper discusses the ethical dilemmas raised by the use of gamified approaches to marketing. The paper draws on different schools of ethics to examine gamification as an overall system, as well as its constituent parts. This discussion leads to a rationale and suggestions for how gamification (...) could be regulated and/or controlled by more informal codes of conduct. The paper ends by outlining a practical framework which businesses can use to evaluate the potential ethical implications raised by their own gamified marketing techniques. (shrink)

This study aims to identify the ethical challenges in the process of product marketing. It conducted a bibliometric study to evaluate the major ethical concerns in the area of product marketing. The data for the current study was extracted using the Scopus database. The study uses VOSviewer and Biblioshiny-bibliometrix to analyze the data. The results revealed that in the twenty-first century, ethical concerns and research related to pharmaceutical marketing, consumption behavior, and sustainability have significantly grown and are emerging as important (...) issues. The study is novel in its approach and develops a theoretical model to know ethical issues related to product marketing with multidimensional process (i.e., identification, search strategy, and analysis) for a long-term sustainable business success. By this study, the academicians and researchers will focus greater attention on the rapidly developing human-techno-centric world to fulfill the organizations’ service promises. The study contributes to the marketing ethics literature, particularly to the literature related to ethical issues in product marketing. (shrink)

This paper seeks to identify a mid-level unifying ethical principle that may help clarify and articulate the ethical responsibilities of business firms in the field of marketing ethics. The paper examines critically the main principles which have been proposed to date in the literature, namely consumer sovereignty, preserving the conditions of an acceptable exchange, paternalism, and the perfect competition ideal, and concludes that all of them are vulnerable to damaging criticisms. The paper articulates and defends the mutuality principle as the (...) most plausible candidate for the role of master principle in the relations between a firm and its customers. This principle requires that sellers look for reciprocity in their relations with their customers, seeking to provide to their customers something that helps them improve in some way their well-being and is commensurate with what they receive from them. (shrink)

The human resources profession emphasizes the personal and interpersonal aspects of work, that make it conscious of complex ethical issues in relationships in the workplace, while finance specialists are conversant with routine compliance with regulations. Marketing professionals are under pressure to produce revenue results. Thus, this research hypothesized that human resources managers would be more disapproving of unethical conduct than both finance and marketing functional managers, and that finance managers would be more disapproving than marketing managers. When asked to evaluate (...) instances of unethical behavior in vignettes, human resources and finance managers were both significantly more disapproving than marketing managers. However, human resources managers were not significantly more disapproving than finance managers. Explanations for the results lie in the divergent antecedent conditions, objectives, perceptions of ethical problems and demands of the various functions. Alternative behavior patterns to resolve ethical dilemmas and expected consequences by the different functions also define their ethical orientations. Average responses on the disapproving side from all three functional groups are explained by two complementary trends that promote ethical awareness among all functional managers. One is the adoption of homogeneous conventions in ethical business practice. The other trend is the increase in ethical awareness specific to each of the functional professions. (shrink)

In times of erosion and dissolution of social structures and institutions, described by Bauman as the interregnum, there arises both a need and a possibility of developing alternative approaches to the most fundamental organizational practices. Marketing, a simultaneously tremendously successful and much criticized sub-discipline and practice, is a prime candidate for such a redefinition. Potential prefigurations of future processes of organizing and institutionalizing can be found within dissenting organizations, the alternative organizations built at the fringes of, and in opposition to, (...) the mainstream businesses as reported by Parker et al.. In this paper, we present an exploration of the alternative yet already enacted practice we call earnest marketing. Drawing on an ethnographic study of a number of dissenting organizations in the United Kingdom and Poland, we focus on the radical reconstitution of marketing evidenced in their practice, defined by an attitude of earnestness and dedication to the dissemination and demonstration of their self-defined goodness: ideas and values. As organizations engage in earnest marketing, they also become receptive to reciprocal messages from their environments. We conclude by reflecting on the possibilities of a dissenting management model developing the principles of earnest marketing beyond disciplinary confines. (shrink)

In 1999, the Journal of Business Ethics published its 1 500th article. This article commemorates the journal's quest "to improve the human condition" (Michalos, 1988, p. 1) with a summary and assessment of the first eighteen volumes. The first part provides an overview of JBE, highlighting the journal's growth, types of methodologies published, and the breadth of the field. The second part provides a detailed account of the quantitative research findings. Major research topics include (1) prevalence of ethical behavior, (2) (...) ethical sensitivities, (3) ethics codes and programs, (4) corporate social performance and policies, (5) human resource practices and policies, and (6) professions – accounting, marketing/sales, and finance/strategy. Much remains to be done. (shrink)

The study examines the research methodology of more than 200 empirical investigations of ethics in personal selling and sales management between 1980 and 2010. The review discusses the sources and authorship of the sales ethics research. To better understand the drivers of empirical sales ethics research, the foundations used in business, marketing, and sales ethics are compared. The use of hypotheses, operationalization, measurement, population and sampling decisions, research design, and statistical analysis techniques were examined as part of theory development and (...) testing. The review establishes a benchmark, assesses the status and direction of the sales ethics research methodology, and helps inform researchers who need to deal with increasing amounts of empirical research. The investigation identified changing sources of publication with the Journal of Business Ethics and the Journal of Personal Selling & Sales Management maintaining their position as the main conduit of high quality empirical sales ethics research. The results suggest that despite the use of theoretical models for empirical testing, a greater variety of moral frameworks and wider use of marketing exchange theory is needed. The review highlights many sound aspects about the empirical sales ethics research statistical methodology but also raises concerns about several areas. Ways in which these concerns might be addressed and recommendations for researchers are provided. (shrink)

Faced with an ever-growing number of ethical marketing issues and uncertainty about the impact of specialized ethics journals, researchers are struggling to keep abreast of developments in the field. In order to address these challenges, our paper provides a comprehensive review of the literature on marketing ethics over almost 50 years, offers a citation analysis and develops a unique marketing ethics impact factor (MEIF). We contribute to the field in three important ways. First, we present a state-of-the-art picture of marketing (...) ethics research. This provides an account of the research focus in each decade, assesses the importance of specific topics in the debate and identifies existing research gaps. Second, we identify the most influential papers and researchers in the marketing ethics area. Third, we evaluate the most important journals in terms of their impact on marketing ethics. To this end, we have developed an MEIF. This improves our ability to judge a journal's influence on this particular sub-discipline. (shrink)

The response of consumers to a firm’s ethical behavior and the underlying factors influencing/forming each consumer’s response outcome is analyzed in this article based on information obtained through interviews. The results indicate that, in the Chinese context, the responding outcome can be boiled down to five types, namely, resistance, questioning, indifference, praise, and support. Additionally, consumers’ responses were mainly influenced by the specific consumer’s ethical consciousness, ethical cognitive effort, perception of ethical justice, motivation judgment, institutional rationality, and corporate social responsibility–corporate (...) ability (CSR–CA) belief. Based on these results, a generalized framework of consumer’s ethical responses is developed which provides a number of insightful suggestions upon how to motivate a consumer’s support of a firm’s ethical behavior and to transfer this kind of support into truly positive purchasing behavior. (shrink)

Consumers’ participation on sharing economy platforms is crucial for the success of the products, services, and companies on those platforms. The participation of consumers enables companies to not only exist, but also to create value for consumers. The sharing economy has witnessed enormous growth in recent years and consumers’ concerns regarding the ethics surrounding these platforms have also risen considerably. The vast majority of the previous research on this topic is either conceptual and focused on organizational aspects, or only discusses (...) privacy and security issues, thus providing a very limited scope of discussion. Therefore, drawing on the marketing and business ethics literature, the present study takes into account a multidimensional view of ethical issues surrounding consumers’ participation on sharing economy platforms. Findings reveal that privacy, security, shared value, fulfillment/reliability and service recovery are the strongest determinants of consumers’ ethical perceptions. These aspects strongly predict the consumers’ value co-creation intentions. Consumers’ participation also predicts their intention to engage in co-creating value, but this effect is stronger with the mediating role of the consumer’s ethical perceptions. The theoretical and managerial implications are also discussed. (shrink)

Many business ethicists assume that if a type of conduct is illegal, then it is also unethical. This article scrutinizes that assumption, using the rideshare company Uber’s illegal operation in the city of Philadelphia as a case study. I argue that Uber’s unlawful conduct was permissible. I also argue that this position is not an extreme one: it is consistent with a variety of theoretical commitments in the analytic philosophical tradition regarding political obligation. I conclude by showing why business ethicists (...) would have a better rejoinder to the “dominant view” of business ethics associated with Milton Friedman if they dispensed with the assumption that illegal implies unethical. (shrink)

Gaski (1999) is critical of marketing ethics and suggests that its ethical guidelines amount to no more than "obey the law" and "act in your self-interest". This reply questions Gaski''s critique and clarifies possible misconceptions about the field that might otherwise result. It identifies the limitations and assumptions of Gaski''s argument and shows that there are exceptions to his central proposition even when narrowly circumscribed. It is not disputed that there is merit to reminding managers of their obligations to obey (...) the law and to act in their enlightened self-interest. However, although fulfilling these obligations is generally a necessary requirement for good conduct, it is not sufficient. There are situations where ethics demands more of marketing managers than "obey the law" and "act in your self-interest". In addition, managers may face situations where ethics, the law and self-interest are inconsistent. The article incorporates observations on the role of normative marketing ethics, including the requirement to develop ethical theory for marketing as well as ethical guidelines. (shrink)

The purpose of this paper is to explicate the idea of egoism in the context of marketing. The idea of egoism is reviewed and contextualized into a framework for interpreting different marketer types. Marketers’ potential trade-offs with consumers and competitors are examined. Four types of marketers are explicated: extremely egoistic marketer, moderately egoistic marketer, moderately altruistic marketer, and extremely altruistic marketer. The framework offered in the paper is of relevance to marketers, media, and agencies rewarding marketing performance. The framework may (...) help in assessing the ethical quotient in marketers’ preferences and behaviors. Studies recognizing the pertinence of egoism in marketing are scarce, and the typological framework discussed in the paper is a contribution to the marketing ethics literature. (shrink)

This research brings together insights from philosophy, political theory, and consumer research in conceptualizing and empirically examining the social dimension of negative and positive freedom in consumption. Drawing from ethnographic observations and interviews with Moroccan women regarding their shopping at the supermarket, the findings detail the roles of husbands, store employees, extended family members and friends as constrainer, protector, enabler, facilitator, indulger, and witness. The discussion explains a ‘domino effect’ in such innovative marketplaces, as these market and social actors together (...) enact positive and negative forms of freedom in consumption in ways that co-disrupt social traditions. Implications for business ethics emphasize the need for greater theoretical understanding and practical transparency and accountability regarding the shared, yet disparate responsibilities among businesses and consumers for the changes to social traditions that result in the joint enactment of women’s freedom in consumption. (shrink)

Author of "Does Marketing Ethics Really Have Anything to Say? – A Critical Inventory of the Literature," responds to Smith''s comment. Content is mostly of a reply orientation, targeting Smith''s general and specific objections sequentially and in appropriate detail. Because Smith also introduces material not directly derived from the original Gaski article, subject matter here eventually ranges into a corresponding breadth of issues.