Explicating Ethical Corporate Marketing. Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then Imploded |
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Authors: | Balmer John M T Powell Shaun M Greyser Stephen A |
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Institution: | (1) Brunel Business School, Brunel University, Kingston Lane, London, UB8 3PH, UK;(2) School of Management and Marketing, Faculty of Commerce, University of Wollongong, Wollongong, NSW, 2522, Australia;(3) Cumnock Hall, Harvard Business School, Boston, MA 02163, USA |
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Abstract: | Ethical corporate marketing—as an organisational-wide philosophy—transcends the domains of corporate social responsibility,
business ethics, stakeholder theory and corporate marketing. This being said, ethical corporate marketing represents a logical
development vis-a-vis the nascent domain of corporate marketing has an explicit ethical/CSR dimension and extends stakeholder
theory by taking account of an institution’s past, present and (prospective) future stakeholders. In our article, we discuss,
scrutinise and elaborate the notion of ethical corporate marketing. We argue that an ethical corporate marketing positioning
is a prerequisite for corporations which claim to have an authentic ethical corporate identity. Our article expands and integrates
extant scholarship vis-a-vis ethical corporate identities, the sustainable entrepreneur and corporate marketing. In delineating
the breadth, significance, and challenges of ethical corporate marketing we make reference to the BP Deepwater Horizon (Gulf
of Mexico) catastrophe of 2010. |
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Keywords: | |
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