Ethical Decision-Making in Marketing and Sales
Summary
Ethical decision-making in marketing and sales encompasses the systematic evaluation of choices against moral principles, industry norms and stakeholder expectations. This field bridges normative theories—such as deontological and utilitarian frameworks—with descriptive studies that examine how practitioners actually behave under commercial pressures. Key concerns include the tension between short-term targets and long-term reputation, the impact of digital analytics on consumer privacy, and the role of corporate codes of conduct in guiding frontline staff. Ethical lapses can undermine customer trust, damage brand equity and invite regulatory sanctions, while virtuous conduct fosters loyalty, differentiation and sustainable performance. Contemporary research has broadened its scope to consider global supply chains, cross-cultural variations in moral reasoning and the influence of artificial intelligence on personalised advertising. Practical applications range from training modules that build moral resilience to governance structures that reinforce ethical accountability. By mapping the antecedents of ethical or unethical behaviour—such as performance pressure, competitive intensity and professional identity—scholars and managers can design interventions that align commercial success with broader societal values.
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Ethical Decision-Making in Marketing and Sales publication trend
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Technical terms
Ethical decision-making: The process of evaluating actions against moral principles, stakeholder interests and regulatory standards.
Pro-organisational unethical behavior: Unethical acts carried out by individuals with the intention of benefiting their own organisation.
Performance pressure: The demand on sales staff to meet quantitative targets, which may incentivise unethical shortcuts.
Competitive intensity: The degree of rivalry within a market that influences firms’ strategic and ethical choices.
Utilitarian ethics: A normative theory that assesses the rightness of actions by their consequences in maximising overall welfare.
References
- ANALISA PENGARUH KUALITAS HUBUNGAN DAN LOYALITAS PELANGGAN DENGAN ETIKA PERILAKU PENJUALAN DI INDUSTRY KEUANGAN DI PEKANBARU (STUDI KASUS PADA SECTOR LEASING/PEMBIAYAAN MOBIL). JURNAL AL-IQTISHAD (2017).
- Antecedents and Consequences of the Ethical Operation Model. International Journal of Business and Management (2011).
- Factors Affecting Salesforce Unethical Behavior: Evidence from Life Insurance Industry. Wayamba Journal of Management (2021).
- La ética del marketing en Colombia desde la mirada de algunos expertos de la academia. Revista de Investigación Desarrollo e Innovación (2022).
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