Toward an Integrated Model of Ethical Decision-Making in Marketing: The Role of Existentialism

摘要: Models of ethical decision-making in marketing generally have been developed from means or process oriented and ends-oriented theoretical foundations (e.g., Hunt Vitell 1986; Ferrell, Gresham, Fraedrich 1989; Malhotra Miller 1998). These two approaches provided the decision-maker with views that focus upon established principles conduct consequences one's actions. Though there exists many variations attempts at hybridization within these Ross' (1975) primae facie theory Berkley's (1957) rule utilitarianism), essentially they lead toward decisions are duty-bound (i.e., deontology) results-bound teleology). The recurring emphasis business context is not surprising as methodologically suit environment. For example, deontological approach rule-based. So whether one abiding by individual firm's code ethics profession's American Marketing Association Code Ethics) may be perceived to acting deontologically. Similarly, if based teleological perspective, then will adhering a rational calculation factors greatest good for firm (local-utilitarianism) and/or commonweal (cosmopolitan utilitarianism). Generally speaking then, this Janus-headed has more less defined "theoretical universe" implicitly recent years explicitly, practitioner scholar (Brady 1985; Beauchamp Bowie 1988; Kavathatzopoulos 1993). In paper, we argue expansion "universe" include third radically different marketing. This existentialism.