Social Responsibility and the Marketing Educator: A Focus on Stakeholders, Ethical Theories, and Related Codes of Ethics

This paper is a commentary on the discussion document by M. Joseph Sirgy (1996) which attempts to develop a marketing educator code of ethics. The authors center their discussion around the concepts of "Social responsibilities in relation to certain publics" and "Social responsibilities in relation to certain actions", as presented in the Sirgy paper, "Certain Publics" issues and "Certain Actions" issues are both examined in light of each of the stakeholder groups, as well as in terms of several ethical theories. Finally, the proposed Academy of Marketing Science marketing educator code of ethics is compared to the ethics codes of other marketing organizations.     

Corporate codes of conduct: A collective conscience and continuum

This paper discusses the vast continuum between the letter of the law (legality) and the spirit of the law (ethics or morality). Further, the authors review the fiduciary duties owed by the firm to its various publics. These aspects must be considered in developing a corporate code of ethics. The underlying qualitative characteristics of a code include clarity, comprehensiveness and enforceability. While ethics is indigenous to a society, every code of ethics will necessarily reflect the corporate culture from which that code stems and be responsive to the innumerable situations for which it was created. Several examples have been provided to illustrate the ease of applicability of these concepts.Cecily Raiborn, Ph.D., C.P.A. is an Associate Professor of Accounting at Loyola University in New Orleans, Louisiana. She is interested in integrating the study of ethics with all academic disciplines, and especially with accounting.Dinah Payne, J.D., M.B.A. is an Assistant Professor of Management at the University of New Orleans. She also is interested in the application of ethics to all fields of study, and particularly with law.     

A Paradigm for Development and Promulgation of a Global Code of Marketing Ethics

This paper provides a paradigm for evaluating the factors that affect the development of a global code of ethics in marketing. Based on a review of the literature pertaining to global codes of ethics, we examined the potential for the development and acceptance of a universal code of ethics in the international marketing arena. Towards that end, we suggest that any global code of ethics in marketing should consider two levels – normative guidelines and specific behaviors. A discussion detailing the factors that can impede the development of such a two-tiered code is included as well. Those factors being moral reasoning, organizational ethical climate, level of economic development and cultural dimensions. Finally, the feasibility and the possible outcomes of a global code of ethics in marketing is examined.     

Developing a measure to capture marketing faculty's perceptions of unethical behavior

The study explores the factor structure of the Sirgy et al. [Sirgy MJ, Johar JS, Gao T. Toward a code of ethics for marketing educators. Journal of Business Ethics 2006; 63(1): 1-20] measure of marketing faculty's perceptions of unethical behavior and tests its predictive validity. We surveyed members of the Academy of Marketing Science regarding their perceptions of acceptability of 142 behaviors that marketing faculty may encounter in their roles as teacher, researcher, administrator, consultant, professional colleague, and college professor. We used exploratory factor analyses to reveal the factor structures of the items grouped by four faculty roles: teaching, research, administrative service, and professional service. We then tested the measure's predictive validity by testing for demographic differences (gender, age, rank, tenure, and level of education) with respect to the 23 types of unethical faculty behaviors. The final measure can be used by marketing-related associations to gauge the norms of faculty conduct, which in turn can help them develop their own academic code of ethics.     

The American marketing association code of ethics: Instructions for marketers

This article addresses the two main obstacles — ignorance and conflict — that block the pathway to ethically proper conduct, both generally in business and specifically in marketing. It begins with a brief examination of theories of the moral good which emphasizes the Greco-Roman humanistic tradition and the Judeo-Christian religious tradition. A professional code of ethics, such as the code of the American Marketing Association, is meaningful only if human beings are regarded as making moral judgments that, objectively speaking, are morally wrong, that is only when the code is considered a set of moral absolutes.Following that, the question of ignorance is dealt with utilizing the American Marketing Association code of ethics. The specific items in that code are related to the three central principles of economic justice: equivalence, contributive justice, and distributive justice. In the second section, the question of conflict is encountered in the context of four other ethical principles — double effect, culpability, good end and bad means, self-determination — that are likely to be helpful in dealing with two cases that are especially instructive because they are limiting cases: the dilemma and the hard case. The role of the hero or champion in conflicts is underscored.Edward J. O'Boyle is Research Associate and Associate Professor of Economics at Louisiana Tech University. His current research interests include quality-productivity-ethics, ethics in marketing, and improved pedagogies for teaching ethics. His articles have been published inMonthly Labor Review, Review of Social Economy, Linacre Quarterly, Louisiana Economy, International Journal of Social Economics, Marketing Education Review, andBusiness Insights.Lyndon E. Dawson, Jr., is Professor of Marketing at Louisiana Tech University and Lecturer at the Poznan School of Management in Poland. He received his Ph.D. in 1967. His current research interests focus upon ethical issues in business and the application of current marketing theory and practice in Eastern Europe. His recent co-authored works in ethics appear inJournal of the Academy of Marketing Science, Business Insights, andMarketing Education Review.     

An Assessment of The Proposed Academy of Marketing Science Code of Ethics for Marketing Educators

The development of a professional code of ethics should provide an explanation of the professional values and principals that guide a body of persons engaged in an important role in society. Most professions find ethical standards of conduct are necessary to codify acceptable behavior to develop public trust, reliability, and consistency in their performance. The proposed AMS Code of Ethics for Marketing Educators is the first step in developing communication, debate, and hopefully, agreement about the social responsibility of the marekting discipline. It is important to note that the AMS code was not developed to punish wrongdoers but to provide a positive guide to help marketing educators understand how their actions may be viewed by society. It is an attempt to establish standards that are collectively viewed as important to the marketing education profession.     

Ethics,gratuities, and professionalization of the purchasing function

This study investigated (1) whether potential future purchasing agents were predisposed to accept gratuities or whether the practice of gratuity acceptance is a manifestation of the job itself, (2) whether the existence of a code of ethics forbidding gratuity acceptance curtails the occurrence, and (3) whether disparities in ethics policies between the sales and purchasing functions affect gratuity acceptance. Hypotheses based upon the concepts of organizational concern and institutionalized ethics are developed and empirically tested. Results suggest that future purchasing agents are predisposed to accept gratuities and that formal written ethics policies decrease the acceptance of gratuities. Disparities in ethics policies between the sales and purchasing functions concerning gratuities failed to affect gratuity acceptance significantly.Gregory B. Turner is assistant professor of marketing at Livingston University. He has published inThe International Journal of Logistics Management and theTransportation Journal.G. Stephen Taylor is Associate Professor of management at Mississippi State University. His research interests include ethics in computer usage, performance appraisal, and turnover control.Mark F. Hartley is Assistant Professor and National Association of Purchasing Management/Carolinas-Virginia chair of Purchasing at the College of Charleston. His research interests include ethics and professionalization of the purchasing function.     

Corporate codes of ethics and sales force behavior: A case study

A growing public concern regarding ethical business conduct has stimulated marketing research in the ethics area. This study is the first empirical research to investigate the relationship between a code of ethics and sales force behavior. The findings present preliminary evidence that a well communicated code of ethics may be related to ethical sales force behavior. Furthermore, it appears that a sales force that is employed in such an environment can be profiled as being relatively high in job performance and receiving equally high satisfaction from their positions. Suggestions are made for future research and recommendations are offered for marketing practitioners.     

Corporate codes of ethics: necessary but not sufficient

While most large companies around the world now have a code of ethics, reported ethical malpractice among some of these does not appear to be abating. The reasons for this are explored, using academic studies, survey reports as well as insights gained from the Institute of Business Ethics' work with large corporations. These indicate that there is a gap between the existence of explicit ethical values and principles, often expressed in the form of a code, and the attitudes and behaviour of the organisation. The paper suggests that two basic reasons appear to be at the heart of the problem: ineffective ethics programmes and deficiencies in corporate culture. The paper concludes that successfully embedded corporate ethical values requires well‐designed ethics policies, sustained ethical leadership and incorporation of ethics in organisational processes and strategy as part of an ethical culture at all levels of the organisation. It makes some practical suggestions on how this can be achieved.     

Corporate ethics statements: Current status and future prospects

This paper reports on a study of large U.S. based corporations concerning the status of formal ethics statements. Almost all responding firms (91%) have promulgated a formal code of ethics while one-half have published values statements and about one-third have a corporate credo. Analysis of these statements concentrated on to whom they are communicated; whether codes of ethics contain information pertinent to the industry, include sanctions for violations and provide specific guidance regarding gifts. Conclusions and implications for managers and researchers are drawn.Patrick E. Murphy is Professor and Chairman of the Department of Marketing at the University of Notre Dame. He is coauthor (with G. R. Laczniak) ofEthical Marketing Decisions: The Higher Road, Allyn & Bacon, 1993. His research interests focus on ethical and public policy issues facing marketing and business. He serves on the editorial review boards of several marketing and ethics journals.     

The Ethics of Marketing to Vulnerable Populations

An orthodox view in marketing ethics is that it is morally impermissible to market goods to specially vulnerable populations in ways that take advantage of their vulnerabilities. In his signature article “Marketing and the Vulnerable,” Brenkert (Bus Ethics Q Ruffin Ser 1:7–20, 1998) provided the first substantive defense of this position, one which has become a well-established view in marketing ethics. In what follows, we throw new light on marketing to the vulnerable by critically evaluating key components of Brenkert’s general arguments. Specifically, we contend that Brenkert has failed to offer us any persuasive reasons to think that it is immoral to market to the vulnerable in ways that take advantage of their vulnerability. Although Brenkert does highlight the fact that the specially vulnerable are at greater risk of being harmed by already immoral marketing practices (e.g., deception, manipulation), he fails to establish that the specially vulnerable are a unique moral category of market clients or that there are special moral standards that apply to them. Moreover, even if Brenkert’s position were theoretically defensible, the practical implications of his position are far less tenable than he suggests. If our criticisms are sound, then Brenkert and others who endorse his position are seriously mistaken regarding how one can permissibly market products to vulnerable populations, and, in addition, they have improperly categorized certain morally permissible marketing practices as being immoral.     

International Bribery: Does a Written Code of Ethics Make a Difference in Perceptions of Business Professionals

This article analyzes the attitudes of United States business professionals toward the issue of international bribery, and in particular, whether or not having a written code of ethics has an effect on these attitudes. A vignette relating to international bribery from a widely used survey instrument was employed in a nationwide survey of business professionals to gather information on ethical attitudes of respondents. Data were also collected on gender of respondents, whether or not respondents were self-employed, whether or not the respondents’ firms had a written code of ethics, and to what extent the respondents’ firms generated revenues from international operations. Attitudes concerning whether or not international bribery is ever acceptable exhibited wide dispersion. Respondents from firms that have a written code of ethics were significantly less likely to find international bribery acceptable. Firms that generate revenues from international operations were significantly more likely to have a written code of ethics than were firms which did not generate revenues from international operations. Implications of the findings for business policy are discussed. Joseph A. McKinney is Ben H. Williams Professor of International Economics at Baylor University. He was previously on the faculty of the University of Virginia, and has served as visiting professor to universities in Japan, France, the United Kingdom and Canada. His research interests include business ethics, international trade policy, and regional economic integration. Carlos W. Moore is the Edwin W. Streetman Professor of Marketing at Baylor University, where he has been on the faculty for more than 30 years. His research interests include business ethics, marketing and advertising evaluation, and small business strategies. He has done consulting on bank marketing and new product development.     

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

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.     

Coffee as a Medium for Ethical,Social, and Political Messages: Organizational Legitimacy and Communication

This research examines how an organization, Thanksgiving Coffee, establishes and maintains its legitimacy with its constituent publics. In line with Boyd’s (2000, Journal of Public Relations Research 12(4), 341–353.) concept of actional legitimacy, Thanksgiving Coffee demonstrates a legitimation strategy addressing social issues and by responding to ethical and political questions. Applying Fisher’s (1984, Communication Monographs 51, 1–18) concepts of narrative fidelity and probability, Thanksgiving Coffee’s policies and communication activities were found to alleviate the social issues to which they were addressed and therefore reinforce perceptions of legitimacy among publics. Viewing the influence of organizations from a different perspective, this study provides an example of how the policies of an organization can have a positive impact on the broader society in which it operates. Gregory G. De Blasio teaches courses related to business communication, public relations writing, and marketing communication campaigns. His research interests include the study of communication campaigns as they relate to social issues and organizational legitimacy. Dr. De Blasio joined the Communication Department at Northern Kentucky University in 2004. His Ph.D. in communication is from Wayne State University. He received his M.A. from the Pennsylvania State University and his B.A. from William Paterson University. A past International Association of Business Communicators (IABC) board member and chapter president in Detroit, Greg has provided public relations and marketing communication counsel to clients based in Detroit and elsewhere.     

Speaking Platitudes to Power: Observing American Business Ethics in an Age of Declining Hegemony

The use of technology in marketing has become an increasingly important competitive tool in developing and maintaining efficient and productive customer relationships. However, the ethics of using this technology has received little attention. This study investigates how and if marketing organizations are adapting their ethics policies to incorporate use of sales technology (ST). Based on in-depth interviews with executives from a variety of highly regulated to nonregulated business-to-business and business-to-consumer industries, our results show that, although most organizations indeed have codes of ethics, there appears to be a gray area of how these codes address ST. Further, it appears that monitoring the ethical use of ST varies and can be a frustrating and time-consuming issue for marketing and sales executives. Implications of our findings are discussed for the benefit of marketing practitioners, ethics managers, and researchers.     

Ethics and Social Responsibility in Marketing

ABSTRACT

Ethics are our belief about what is right and wrong. Although these beliefs may vary from one individual to another or one company to another, ethics and business responsibility are an important part to any company's marketing department. The goals of the marketing department are to target an audience, appeal to that audience, and get the audience to purchase that particular product or service. In doing this, a company must make sure that they are first abiding by all laws and regulations, but they should also strive to be sure that they are acting ethically and honestly. One interpretation of morality may vary greatly among individuals, but it still exists.

While the necessity for ethics in business and marketing has been pointed out in numerous sources, many have contended that a good deal of consumer concern is with marketing and its related activities. Within companies, trade organizations, governmental organizations, and professions, one can observe a shift in the way of thinking about codes of ethics. The moral resistance of an organization is referred to as the degree in which the organization can resist the influencing factors, which exercise a downward pressure on the moral content of the organization. The moral content of the organization is the degree in which that organization makes an effort to fulfill its responsibilities with respect to its stakeholders.     

Importance of and approaches to incorporating ethics into the accounting classroom

Accounting educators are being called on to provide a greater emphasis on ethics education. This paper examines three important issues concerning ethics education in accounting. First, the question of whether ethics can indeed be taught is examined. Next, several innovative approaches are presented which have been used by accounting educators to integrate ethics into the classroom. Finally, results of a survey of students concerning their perspectives of ethical issues in accounting education, the accounting profession, and society at large are presented and discussed. Survey results reveal that students consider a lack of ethics damaging to the accounting profession and society. Results also indicate that accounting students are seeking ethical and moral direction.David S. Kerr is an Assistant Professor in the Department of Accounting at Texas A&M University. Dr. Kerr's research interests include ethics and behavioral decision making in accounting, group judgment/decision making, and audit planning.L. Murphy Smith, is a Price Waterhouse Teaching Excellence Professor of Accounting at Texas A&M University. His major research interests are information systems, auditing, and international issues.     

Ambush marketing: The ethical issues

Ambush marketing is now, for some companies, a strategic alternative to formal association through the purchase of legitimate sponsorship rights. Research evidence indicates that this ambush activity may damage sponsors' events and even the interests of sports governing bodies and individual sports people. Legal issues clearly arise, but the body of case law is as yet slight. Discussion often focuses on property rights, but these too can be problematic if a major sports event of popular cultural significance is concerned. Four ethical perspectives—utilitarianism, duty-based ethics, stakeholder analysis, and virtue ethics—can provide a framework for the debate on the ethics of ambush marketing. A range of possible actions to create more ethical commercial sponsorship are identified and briefly evaluated. In particular an international code of conduct for event sponsorship seems to be an idea whose time has come. © 1998 John Wiley & Sons, Inc.