Ethical Values and Long-term Orientation |
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Authors: | Jennifer L Nevins William O Bearden Bruce Money |
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Institution: | (1) Walker College of Business, Appalachian State University, Boone, NC, 28608, U.S.A.;(2) Moore School of Business, University of South Carolina, Columbia, SC, 29208, U.S.A;(3) Marriott School of Management, Brigham Young University, Provo, UT, 84602, U.S.A |
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Abstract: | Lapses in ethical conduct by those in corporate and public authority worldwide have given business researchers and practitioners
alike cause to re-examine the antecedents to personal ethical values. We explore the relationship between ethical values and
an individual’s long-term orientation or LTO, defined as the degree to which one plans for and considers the future, as well
as values traditions of the past. Our study also examines the role of work ethic and conservative attitudes in the formation
of a person’s long-term orientation and consequent ethical beliefs. Empirically testing these hypothesized relationships using
data from 292 subjects, we find that long-term perspectives on tradition and planning indeed engender higher levels of ethical
values. The results also support work ethic’s role in fostering tradition and planning, as well as conservatism’s positive
association with planning. Additionally, we report how tradition and planning mediate the influence of conservatism and work
ethic on the formation of ethical values. Limitations of the study and future research directions, as well as implications
for business managers and academics, are also discussed.
Jennifer L. Nevins is an assistant professor of marketing in the Walker College of Business at Appalachian State University.
Her articles have been published in journals such as Journal of the Academy of the Marketing Science and Journal of Business
Research.Her research interests include export marketing, distribution channels, and the influence of cultural values on international
channel relationships.
William O.Bearden is the Bank of America Chaired Professor of marketing in the Moore School of Business at the University
of South Carolina. His articles have been published in journals such as journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science,
and Journal of Retailing. His research interests include consume perception of value and prices,measurement of consumer and marketing constructs, and
the effects of marketplace Promotions.
R.Bruce Money is the Donald Staheli Fellow and associate professor of marketing and international business in the Marriott
School of Management, Brigham Young university. His articles have been published in journals such as Journal of Marketing, Journal of the Academy of Marketing Science, Journal of International Business Studies, and Sloan Mangement Review. His research interests include the international aspects of national culture’s measurment and effects, business-to-business
marketing, word-of-mouth promotion, services marketing, and negotiation.
“It appears many executives based their business decisions on how they could quickly build, and then protect, their own personal
fortunes – and cared less about the long-term growth and profitability of their company.” – Associated Press
(Clendenning, 2002) on the Enron collapse |
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Keywords: | time orientation planning tradition formation of ethical beliefs measurement |
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