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Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
2008 Awards for Excellence
Article Type: 2008 Awards for Excellence From: European Journal of Marketing, Volume 42, Issue 11/12
The following article was selected for this year's Outstanding Paper Award for European Journal of Marketing
"An ethical basis for relationship marketing: a virtue ethics perspective''
Patrick E. MurphyInstitute for Ethical Business Worldwide, Mendoza College of Business, University of Notre Dame, Notre Dame, Indiana, USAGene R. LaczniakMarquette University, Milwaukee, Wisconsin, USAGraham WoodSchool of Management, University of Salford, Salford, UK
Purpose - The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.Design/methodology/approach - The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives. Earlier studies published in EJM on relationship marketing are featured in a table.Findings - The proposed ethical relationship marketing approach has three stages (establishing, sustaining and reinforcing) that are paired with specific virtues (trust, commitment and diligence). These and other facilitating virtues are shown in a figure.Research limitations/implications - The model and its components have yet to be tested empirically. Some strategies for undertaking such research are discussed.Practical implications - Several European and American companies that currently practice ethical relationship marketing are discussed.Originality/value - Although relationship marketing has been studied for a number of years by many scholars, the ethical basis of it has not been thoroughly examined in any previous work.
Keywords Business ethics, Ethics, Relationship marketing
This article originally appeared in Volume 41 Number 1/2, 2007, pp. 37-57, European Journal of Marketing
The following articles were selected for this year's Highly Commended Award
"Market orientation processes in retailing: a cross-national study''
Ulf ElgThis article originally appeared in Volume 41 Number 5/6, 2007, European Journal of Marketing
"Re-evaluating green marketing strategy: a stakeholder perspective''
Jaime Rivera-CaminoThis article originally appeared in Volume 41 Number 11/12, 2007, European Journal of Marketing
European Journal of MarketingMorgan MilesGeorgia State University, USA