A Framework for Ethical Conformity in Marketing |
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Authors: | Kelly D Martin Jean L Johnson |
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Institution: | (1) Department of Marketing, College of Business, Colorado State University, Fort Collins, CO, 80523-1278, U.S.A.;(2) Department of Marketing, College of Business, Washington State University, Pullman, WA, 99164-4730, U.S.A. |
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Abstract: | The extant marketing literature provides little guidance for theory development or practice with regard to questions of ethical
conformity and the resulting market response. To begin to bridge this research gap, we advance a theoretical framework of
ethical conformity in marketing, appealing to marketing ethics, management strategy, and sociological foundations. We set
the stage for our theoretical arguments by considering the role of normative expectations related to marketing practices and
behaviors held by societal constituents. Against this backdrop, we propose drivers of conformity in marketing, including practices
consistent with both overconformity and underconformity. The framework allows us to advance testable research propositions
by which questions of ethical conformity may be explored. We conclude by suggesting additional future research needed to develop
the domain, specifically in the form of empirical inquiries uncovering firm strategic decisions with ethical implications.
Kelly D. Martin is Assistant Professor of Marketing at Colorado State University in Fort Collins, Colorado. Her research interests
involve marketing strategy with ethical implications, interfirm relationships, the role of marketing in society, and the effects
of institutions, social norms, and culture on organizations. Her work has appeared in the Academy of Management Journal, the
Journal of Business Ethics, and Business & Society.
Jean L. Johnson is the Gardner O. Hart Professor of Marketing at Washington State University in Pullman, Washington. Her research
focuses on marketing strategy, interfirm relationships, and capabilities and learning in firms. Her work appears in the Journal
of Marketing, the Academy of Management Journal, and Journal of International Business Studies, among others. |
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Keywords: | deviance theory identity institutional theory marketing ethics marketing strategy |
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