Virtue ethics and customer relationship management: towards a more holistic approach for the development of ‘best practice’ |
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| Authors: | Christopher Bull Alison Adam |
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| Institution: | 1. Digital Business and Management Systems, Manchester Metropolitan University Business School, Manchester, UK;2. School of English, Sociology, Politics and Contemporary History, University of Salford, Salford, UK |
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| Abstract: | This paper focuses much‐needed attention on the ethical nature of customer relationship management (CRM) strategies in organisations. The research uses an in‐depth case study to reflect on the design, implementation and use of ‘best practice’ associated with CRM. We argue that conventional CRM philosophy is based on a fairly narrow construct that fails to consider ethical issues appropriately. We highlight why ethical considerations are important when organisations use CRM and how a more holistic approach incorporating some of Alasdair MacIntyre's ideas on virtue ethics could be relevant. |
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