Electronic Monitoring and Privacy Issues in Business-Marketing: The Ethics of the DoubleClick Experience

The paper examines the ethics of electronic monitoring for advertising purposes and the implications for Internet user privacy using as a backdrop DoubleClick Incs recent controversy over matching previously anonymous user profiles with personally identifiable information. It explores various ethical theories that are applicable to understand privacy issues in electronic monitoring. It is argued that, despite the fact that electronic monitoring always constitutes an invasion of privacy, it can still be ethically justified on both Utilitarian and Kantian grounds. From a Utilitarian perspective the emphasis must be on minimizing potential harms. From a Kantian perspective the emphasis must be on giving users complete information so that they can make informed decisions as to whether they are willing to be monitored. Considering the Internet advertising industrys current actions, computer users and government regulators would be well advised, both practically and ethically, to move to a user control model in electronic monitoring.     

An Ethical Framework for the Marketing of Corporate Social Responsibility

Purpose The purpose of this paper is to develop an ethical framework for the marketing of corporate social responsibility. Methods The approach is a conceptual one based on virtue ethics and on the corporate identity literature. Furthermore, empirical research results are used to describe the opportunities and pitfalls of using marketing communication tools in the strategy of building a virtuous corporate brand. Results/conclusions An ethical framework that addresses the paradoxical relation between the consequentialist perspective many proponents of the marketing of CSR adopt, and ethical perspectives which criticize an exclusive profit-oriented approach to CSR. Furthermore, three CSR strategies in relation to the marketing of CSR are discussed. For each CSR strategy it is explored how a corporation could avoid falling into the promise/performance gap.     

Marketing and Internet Professionals' Fiduciary Responsibility: A Perspective on Spyware

ABSTRACT

While Internet usage has become a widely accepted marketing vehicle, ethical issues continue to develop without clear guidance. Today controversies abound regarding “passive devices” technologies for collecting information about Internet users. Passive data collection techniques include such software devices as adware, cookies, spyware, and web bugs. This paper reviews these software devices and presents a “cultural lag” perspective to explain the lack of clear ethical guidelines for their use. Fiduciary considerations are proposed as a basis for ethical guidelines, codes of ethics of major computer programming, information systems, and marketing professional associations are reviewed, and recommendations are offered to facilitate the development and acceptance of appropriate guidelines.     

Individual Differences in the Acceptability of Unethical Information Technology Practices: The Case of Machiavellianism and Ethical Ideology

While information technologies present organizations with opportunities to become more competitive, unsettled social norms and lagging legislation guiding the use of these technologies present organizations and individuals with ethical dilemmas. This paper presents two studies investigating the relationship between intellectual property and privacy attitudes, Machiavellianism and Ethical Ideology, and working in R&D and computer literacy in the form of programming experience. In Study 1, Machiavellians believed it was more acceptable to ignore the intellectual property and privacy rights of others. Programmers and R&D workers considered violating intellectual property rights more acceptable. Programmers did not consider violating privacy rights more acceptable, but R&D workers did. Finally, there was an interaction between Machiavellianism, programming and R&D. Machiavellians who also had programming experience or worked in R&D found violations of intellectual property much more acceptable. The effect of Machiavellianism on attitudes toward violations of privacy was enhanced by working in R&D, but not by programming experience. In Study 2, idealists believed it was less acceptable to ignore the intellectual property and privacy rights of others. Relativists found it more acceptable to violate intellectual property rights, though they did not consider it more acceptable to violate privacy rights. Those with programming experience were more accepting of intellectual property rights violations, but not of privacy violations. Finally, programming experience moderated the relationship between idealism, relativism and attitudes toward these unethical information practices. Implications for diminishing unethical behavior among Machiavellians, Relativists, programmers and those in R&D are discussed.     

刍议移动互联网传统零售企业营销能力的提升

面对运用现代信息技术而形成的新型商业模式的竞争,传统零售业在经营观念、人才储备、基础设施、创新精神上,都处于不利的位置。传统零售企业可以借助无线互联网技术,借鉴电子商务企业的成功经验,开展营销业务与手段的创新;开展基于LBS服务创新;通过APP占领消费者手机桌面;利用顾客碎片化时间;开设智能商店;提供移动在线客服;加大客户数据挖掘,使无线营销活动更具有针对性。     

Ethical Behavior of Marketing Managers and MBA Students: A Comparative Study

The ethical tendencies of graduate business students from the United States were examined by analyzing their reactions to ethical dilemmas in a replicated study, which presented a set of ethical problem situations. These dilemmas dealt with coercion and control, conflict of interest, physical environment, paternalism and personal integrity. A comparison of these findings with the previous study of marketing managers indicates that the MBA students exhibited a greater degree of sensitivity to the ethical dimensions of business decision-making. Implications are drawn for business education and further research.     

山寨营销的动因解析及实践启示

山寨现象非常普遍,山寨营销已成为弱势品牌营销创新的模式之一。首先回顾了弱势品牌的山寨营销的起源、背景、定义和类型,然后从品牌成长路径、消费者行为变迁、市场营销战略、利基营销和长尾理论等多个理论角度阐述弱势品牌开展山寨营销的动因。山寨营销的实践启示是山寨营销是在中国特定的市场环境中产生和发展起来的一种弱势品牌快速和低成本发展的营销方式之一,适合企业在初创时期或实力弱小阶段的品牌建设思路。     

Characteristics of Internet Users and Their Privacy Concerns

Abstract

Concern about the privacy of online consumers is a global issue. Given the global nature of the Internet, companies planning and implementing e-commerce must understand the differences in privacy concerns of consumers in different cultures with different social/economic contexts to become effective in business. Motivated by this need, this study analyzes and compares the privacy concerns of online consumers in China and the United States, identifies major factors related to these concerns, and discusses the cultural/social/economic backgrounds of the related phenomena found in the study.     

绿色营销、公益营销和社会营销的比较分析

绿色营销、公益营销和社会营销都是对传统营销观念的发展和修正,符合企业发展的基本规律。其中社会营销的内涵最为丰富,是和传统营销观念相对应的一种新的营销观念;绿色营销源于社会营销;公益营销是社会营销观念指导下的营销方式的创新;三种既有密切联系又各有侧重。不同的营销形式,在为企业营销行为提供新的选择的同时,也给企业提出了新的社会要求。一个理性的企业,在营销形式的选择上,应结合企业自身的具体情况,根据企业生产经营的发展阶段和企业所处的内外部特定环境,科学理性的选择有效的营销行为。     

Ethical Theory and Business Practices: The Case of Discourse Ethics

By focusing on the reasoned debate in the discourse-ethical approach to business ethics, this paper discusses the possibilities and limitations of moral reasoning as well as applied economic and business ethics. Business ethics, it is contended, can be looked at from the standpoint of two criteria: justification and application. These criteria are used to compare three approaches: the Integrative Business Ethics, developed by Swiss philosopher Peter Ulrich, the Cultural Business Ethics of the Nuremberg School in German business ethics, and the concept of “Good Conservation” by Frederick Bird. It is argued that discourse-ethical approaches can be called upon for justifying moral principles. Improving the chances of their application, however, necessitates a good understanding of lifeworlds and culturally developed institutional settings. Bearing this in mind, further research perspectives stressing a linkage between discourse-ethical and critical approaches in social sciences are suggested.Dr. Thomas Beschorner is head of the research group “Social Learning and Sustainability” at University of Oldenburg, Germany and currently Visiting-Professor at McGill University, Montreal, Canada     

Attachment Styles and Ethical Behavior: Their Relationship and Significance in the Marketplace

This paper compares the ethical standards reported by consumers and managers with different attachment styles (secure, preoccupied, fearful, or dismissing). We conducted two studies of consumer ethical beliefs and a third managerial survey. In Study 1, we used a questionnaire that we constructed, and in Study 2, we used the Muncy–Vitell Consumer Ethics Scale. The results in both the studies were consistent and showed that men reported a greater indifference to ethical transgressions than women. Based on the two studies, the results indicate that␣among male consumers, the dismissing participants reported the greatest overall indifference to ethical transgressions and the secure participants expressed the most ethical beliefs. The two intermediate groups did not differ significantly from each other. In Study 1, none of the women consumers reported a dismissing attachment style. Women with a secure style reported more ethical beliefs than those in the other two groups. However, the sample in Study 2 included dismissing women. The dismissing women reported the greatest overall indifference to ethical transgressions and the secure women expressed the most ethical beliefs. The illegal profit subscale described the most severe ethical transgressions, and for both men and women, the secure participants were less apt than the other participants to report a willingness to transgress. In Study 3, the Newstrom and Ruch (1975, MSU Business Topics, Winter, 31) Questionnaire was administered to 227 managers. All four attachment patterns were represented among the participants of both genders. In all cases, the participants with a dismissing attachment style showed the greatest readiness to transgress.     

Organizational Commitment and Ethical Behavior: An Empirical Study of Information System Professionals

IS professionals have been reported to have one of the highest turnover rates. They have also often been accused of unethical conduct, specifically, pirating software, hacking, giving professional opinion that exceeds their knowledge, and not protecting people's privacy. In a sample of 71 IS professionals and 250 members of other professions we found that IS professionals were more committed to their organizations than the other professionals, and that IS professionals were, indeed, less ethical with respect to software piracy and hacking. However, we found that they were not less ethical regarding professional opinions that exceed one's knowledge and protecting people's privacy.     

An Analysis of Consumer Complaints about Social Marketing Advertisements in Australia and New Zealand

While social marketers are rarely targeted in discussions of the ethics of advertising, we are increasingly becoming aware of the importance of ensuring that social marketing messages are developed and conveyed in an ethical fashion. The article reviews complaints made by members of the general public in Australia and New Zealand to the advertising regulatory bodies in those two countries for the five years 2000–2004; examining the number, type, and nature of these complaints – including the categories of advertising, and the types of appeals, which generate complaints from the general public in both countries. We find that, as for commercial advertising, there is a need for further research to explore “community standards” in relation to social marketing messages; and that there is a clear need for social marketers to consider consumer attitudes towards advertising when developing communication strategies and messages.     

Wisdom Paradigms for the Enhancement of Ethical and Profitable Business Practices

Many organizations continually search for new business models and ways to conduct business ethically, yet profitably. Kirk Cheyfitz (2003) proclaims that organizations should not waste time trying to create new business models because the rules of commerce never change. Instead of searching for new business models, organizations can improve business practices by looking at different paradigms or mental models for seeing how to build practices that lead to long-term success. The employment elements of wisdom as paradigms for developing sound structures and practices that will encourage management behaviors that are ethical and lead to profitability. First, a theory of wisdom is developed. Then, the elements of wisdom are applied to the design of a general business structure and to refocusing some basic business practices.     

The Ethical Climate of Danish Firms: A Discussion and Enhancement of the Ethical-Climate Model

The initial purpose of this study is to provide an empirical validation of Victor and Cullen’s ethical-climate model (1987, Frederick (ed.), Research in Corporate Social Performance and Policy, Vol. 9, pp. 51–71; 1988, Administrative Science Quarterly 33, 101–125; 1990, Frederick and Preston (eds.), Business Ethics: Research Issues and Empirical Studies (JAI Press Inc., Greenwich, Connecticut), pp. 77–97). Testing the model on a sample of Danish firms, this study demonstrates that the empirical model as suggested by Victor and Cullen is much stronger than suggested by previous research. Based on a confirmatory factor model, the results of this study suggest a revised ethical structure. Especially a sixth dimension – own interest – is separated from the original instrumental dimension. Further, this study suggests that the ethical-climate model can be enhanced with the dimension of autonomy deriving from Koys and DeCotiis’ (1991, Human Relations 44(3), 265–285.) dimensional psychological climate instrument.     

生态伦理:企业营销优势凸显的内在机理剖析

市场经济也是一种道德伦理经济,企业营销必须在一定的伦理规范下才能顺利取得既定目标。随着生态文明的来临,生态脆弱性越来越严重,生态政策约束性越来越紧,消费者生态消费意识渐浓,生态产品与生态技术价值日益凸显,企业营销必须适应这种生态发展趋势,严格遵循相应的生态伦理,主动开展生态化营销,唯有如此,才能实现生态环境约束的内涵式突破,才能实现"天人合一"的有序发展,才能在公众面前树立良好的生态伦理形象,才能在市场竞争中得以优胜。     

Consumer Trust,Social Marketing and Ethics of Welfare Exchange

The global corporate scandals such as Enron, Worldcom and Global Crossing have raised fundamental issues of business ethics as well as economic, social and anthropological questions concerning the nature of business competition and global capitalism. The purpose of this conceptual paper is to introduce the concept of “welfare exchange” to the existing notions of economic, social and anthropological notions of business and exchange in markets and society in the 21st century. Global competition and business success in the 21st century continue to raise the nature of economic value and the interaction among diverse actors in international markets, institutions and society. We believe that the nature of such exchange between consumers and organizations, which can also be termed social marketing, need to increasingly take into account a welfare and ethical component. In this paper, we introduce our concept of welfare exchange to emphasize the importance of such welfare and ethical issues in the global business environment of the 21st century.     

Fostering Ethics Research: An Analysis of the Accounting, Finance and Marketing Disciplines

This study compares the level of ethics research published in 25 business-ethics journals and the Top-40 journals for the accounting, finance, and marketing disciplines. This research documents an increasing level of ethics research in the accounting and marketing disciplines starting in 1992. While the level of finance doctorates reported by the Association to Advance Collegiate Schools of Business (AACSB) has increased at a higher rate (40.4%) than accounting (18.4%) and marketing (32.2%) since 1995, this increase has not been reflected in the level of ethics scholarship in finance. The level of ethics scholarship in finance remained relatively constant between 1987 and 2005 at an average of seven coauthor-adjusted articles per year. However, both the accounting and marketing disciplines now regularly publish approximately 50 coauthor-adjusted articles each year. Richard A. Bernardi, Professor of Accounting at Roger Williams University, is a retired Air Force lieutenant colonel who flew B-52s and FB-111s. Dr. Bernardi received a PhD in Accounting from Union College in 1992. He has published over 80 articles as well as receiving Teaching Excellence Awards from Roger Williams University and the State University of New York. Michael R. Melton, Associate Professor of Finance at Roger Williams University, received a PhD in Finance from the University of Nebraska-Lincoln. He is currently the Director of the Center for Advanced Financial Education in the Gabelli School of Business at Roger Williams University. Scott D. Roberts is the Associate Dean and an Associate Professor of Marketing at Saint Edwards University. Dr. Roberts received a PhD in Marketing from the University of Utah in 1988; since then, he has published 50 articles in marketing and consumer behavior journals and proceedings. David F. Bean, the Senior Research Consultant at B. D. & C. Academic Consultants, has extensive public and private accounting experience. In academia he attained the rank of Full Professor and has published numerous journal articles. He was granted his PhD in Accounting from Temple University in 1994. The authors are involved in several research projects and alternate lead author responsibilities; the authors contribute equally to all of their published work.     

Attitudes Toward Consumer and Business Ethics Among Canadian and New Zealand Business Students: An Assessment of 28 Scenarios

Recent initiatives in business curricula have included emphases on global business and ethics. This paper combines these issues by comparing the ethical predisposition of business students in New Zealand with their Canadian counterparts. A sample of 360 students indicated that students in both countries generally hold high expectations for the behaviour of both business and consumers. Of the 28 scenarios evaluated, five exhibited significant differences between the two groups. In four cases, students from New Zealand expressed less tolerance for the questionable business practices, and in the other one the situation was reversed. Despite the relative congruence of attitudes exhibited by the students of the two countries, the fact that differences do exist is testimony to the increased risk inherent to international business.     

Toward a Model of Cross-Cultural Business Ethics: The Impact of Individualism and Collectivism on the Ethical Decision-Making Process

In this paper, we explore the impact of individualism and collectivism on three basic aspects of ethical decision making – the perception of moral problems, moral reasoning, and behavior. We argue that the inclusion of business practices within the moral domain by the individual depends partly upon individualism and collectivism. We also propose a pluralistic approach to post-conventional moral judgment that includes developmental paths appropriate for individualist and collectivist cultures. Finally, we argue that the link between moral judgment and behavior is related to individualism and collectivism.