This article develops a framework for macromarketing ethics. Macromarketing ethics is concerned with the economic and social impact of the fair distribution of products and other resources through the marketing system. The framework is based on organizational culture, stakeholder orientation, and distributive justice. This work is grounded on research that positions stakeholder orientation as an operational approach to address the issues and concerns of participants, and other parties of interest, in the marketing system. Distributive justice is defended as a normative philosophy to provide principles that can contribute to an organizational culture supportive of macromarketing ethics.
Ackerman, Bruce A.1980. Social justice and the liberal state. New Haven, CT: Yale University Press.
2.
American Marketing Association.2007. Code of ethics: Ethical norms and values for marketers. http://www.marketingpower.com/content21013.php (accessed October 19, 2007).
3.
Bates, Frederick L., and Clyde C. Harvey .1975. The structure of social systems . New York: Garner.
4.
Berman, Shawn L., Andrew C. WicksSuresh Kotha, and Thomas M. Jones .1999. Does stakeholder orientation matter? The relationship between stakeholder management models and firm financial performance. Academy of Management Journal42 (5): 488—506.
5.
Bowie, Norman E., and R. Edward Freeman .1992. Ethics and agency theory: An introduction. New York: Oxford University Press.
6.
Business Wire. 2002. Business leaders, politicians and academics dub corporate irresponsibility “an attack on America from within.” November 7.
7.
Byron, Kate, and Rob Kelley.2007. Cartoon Network boss quits over bomb scare. http://money.cnn.com/2007/02/09/news/newsmakers/cartoon_network/index.htm (accessed April 6, 2007).
8.
Catechism of the Catholic Church. 1994. Chicago : Loyola University Press.
9.
Donaldson, Thomas, and Thomas Dunfee.1994. Toward a unified conception of business ethics: Integrative social contracts theory. Academy of Management Review19:252—84.
10.
Donaldson, Thomas, and L.E. Preston.1995. The stakeholder theory of the corporation: Concepts, evidence, and implications. Academy of Management Review20 (1): 65—91.
11.
Dunfee, Thomas, Craig N. Smith, and William T. Ross , Jr.1999. Social contracts and marketing ethics. Journal of Marketing63 (2): 14—32
12.
Dworkin, Ronald.1981a. What is equality? Part 1: Equality of resources. Philosophy and Public Affairs10: 185—246.
13.
———. 1981b. What is equality? Part 2: Equality of welfare. Philosophy and Public Affairs10: 283—345.
14.
Ferrell, O.C., John Fraedrich, and Linda Ferrell.2008. Business ethics: Ethical decision making and cases. Boston: Houghton Mifflin.
15.
Freeman, R. Edward.1984. Strategic management: A stakeholder approach. Boston: Pittman.
16.
Friedman, Milton.1962. Capitalism and freedom. Chicago: University of Chicago Press.
17.
Gibbons, Kent.2007. Turner apologizes after marketing stunt bombs. http://www.multichannel.com/article/CA6412278.html (accessed April 5, 2007).
18.
Gilligan, Carol.1982. In a different voice: psychological theory and women's development. Cambridge, MA: Harvard University Press.
19.
Goodpaster, Kenneth E., and Gary Atkinson.1992. Stakeholders, individual rights, and the common good. National Forum, 72 (Winter): 14—17.
20.
Greenley, Gordon E., and Gordon R. Foxall .1996. Consumer and nonconsumer stakeholder orientation in U.K. companies. Journal of Business Research35 (2): 105—16.
21.
Hill, Charles W. L., and Thomas M. Jones .1992. Stakeholder-agency theory . Journal of Management Studies29 (2): 131—54.
22.
Homburg, Christian, and Christian Pflesser .2000. A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes. Journal of Marketing Research37 (November): 449—62.
23.
Hunt, Shelby, and Scott J. Vitell .2006. The general theory of marketing ethics: A revision and three questions. Journal of Macromarketing26 (2): 143—53.
24.
Katz, Daniel, and Robert L. Kahn.1978. The social psychology of organizations . New York: John Wiley.
25.
Kohli, A.J., and Bernard J. Jaworski .1990. Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing54 (April): 1—18.
26.
Laczniak, Gene R., and Patrick E. Murphy .2006. Normative perspectives for ethical and socially responsible marketing. Journal of Macromarketing26 (2): 154—77.
27.
Logdson, Jeanne M., and K. Yuthas.1997. Corporate social performance, stakeholder orientation, and organizational moral development. Journal of Business Ethics16 (12—13): 1213—26.
28.
MacMillan, Douglass, and Helen Walters.2007. Guerilla marketing gone wild. Business Week, February 9. http://www.businessweek.com/innovate/content/feb2007/id20070209_934852.htm?chan=innovation_branding_industry+trends (accessed April 6, 2007).
29.
Maiese, Michelle.2003. The notion of fair distribution. Beyond Intractability. http://www.beyondintractability.org/essay/distributive_justice (accessed March 25, 2007).
30.
Maignan, Isabelle, and O.C. Ferrell.2004. Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science32 (1): 3—19.
31.
Maignan, Isabelle, O.C. Ferrell, and Linda Ferrell.2005. A stakeholder model for implementing SR in marketing. European Journal of Marketing39 (9—10): 956—77.
32.
Maignan, Isabelle, Tomas Hult, and O.C. Ferrell.2007. Stakeholder and market orientations: Which drives outcomes in a more significant way? Working paper, Michigan State University, East Lansing.
33.
Mill, John S.1869/1885. On liberty: The subjection of women . New York: Henry Holt.
34.
Mitchell, Ron K., B.R. Agle, and Donna J. Wood .1997. Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts. Academy of Management Review22 (4): 853—86.
35.
Nozick, Robert.1977. State and utopia. New York: Basic Books.
36.
Oakley, Judith G.2000. Gender-based barriers to senior management positions: Understanding the scarcity of female CEOs. Journal of Business Ethics27:321—34.
37.
Palmeri, Christopher.2007. Mattel takes the blame for toy recall. Business Week, September 21. http://www.businessweek.com/bwdaily/dnflash/content/sep2007/db20070921_569200.htm?chan=search (accessed October 13, 2007).
38.
Parker, Laura.2006. National federation of the blind files Target lawsuit . USA Today, October 26. http://www.usatoday.com/news/nation/2006—10—25-blind_x.htm (accessed October 4, 2007).
39.
Rawls, John.1971. A theory of justice. Cambridge, MA : Harvard University Press.
40.
———. 1993. Political liberalism. New York: Colombia University Press.
41.
Rice, Gillian.1999. Islamic ethics and the implications for business. Journal of Business Ethics18:345—58.
42.
Rittenburg, Terri L., and M. Parthasarathy .1997. Ethical implications of target market selection. Journal of Macromarketing17 (Fall): 49—64.
Seiders, Kathleen, and Leonard L. Berry .1998. Service fairness: What it is and why it matters. Academy of Management Executive12 (2): 8—20.
45.
Stanford University.2007. Stanford encyclopedia of philosophy: Distributive justice. http://plato.stanford.edu/entries/justice-distributive/ (accessed April 3, 2007).
46.
Tyler, Tom R., and R.J. Boeckman.1998. Social justice in a diverse society . Boulder, CO: Westview.
47.
Vallentyne, Peter. Forthcoming. DJ in companion to contemporary political philosophy. Ed. Robert Gordon, Philip Pettit, and Thomas Pogge.Cambridge, MA: Blackwell.
48.
Vann, John W., and Kumcu Erdogan.1995. Achieving efficiency and distributive justice in marketing programs for economic development. Journal of Macromarketing, 15 (2): 5—22.
49.
Vargo, Stephen L., and Robert F. Lusch .2004. Evolving to a new dominant logic for marketing, Journal of Marketing68 (1): 1—17.
