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The Ethics of Marketing Good Corporate Conduct

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  • Mary Lyn Stoll

Abstract

Companies that contribute to charitable organizations rightly hope that their philanthropic work will also be good for the bottom line. Marketers of good corporate conduct must be especially careful, however, to market such conduct in a morally acceptable fashion. Although marketers typically engage in mild deception or take artistic license when marketing goods and services, these sorts of practices are far more morally troublesome when used to market good corporate conduct. I argue that although mild deception is not substantially worrisome with respect to the marketing of most goods and services, it is a far greater moral blunder to use such methods in the marketing of good corporate character. These erode trust and demonstrate alack of adequate respect for the moral good. In light of these concerns, I suggest that such practices must be re-examined when applied to the marketing of corporate character and good conduct. Finally, I develop a revised set of ethical guidelines that are needed in order to address the problems peculiar to the marketing of morally praiseworthy behavior.

Suggested Citation

  • Mary Lyn Stoll, 2002. "The Ethics of Marketing Good Corporate Conduct," Journal of Business Ethics, Springer, vol. 41(1), pages 121-129, November.
  • Handle: RePEc:kap:jbuset:v:41:y:2002:i:1:d:10.1023_a:1021306407656
    DOI: 10.1023/A:1021306407656
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    References listed on IDEAS

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    1. Hasnas, John, 1998. "The Normative Theories of Business Ethics: A Guide for the Perplexed," Business Ethics Quarterly, Cambridge University Press, vol. 8(1), pages 19-42, January.
    2. Hess, David, 2001. "Regulating Corporate Social Performance: A New Look at Social Accounting, Auditing, and Reporting," Business Ethics Quarterly, Cambridge University Press, vol. 11(2), pages 307-330, April.
    3. Carson, Thomas, 2001. "Deception and Withholding Information in Sales," Business Ethics Quarterly, Cambridge University Press, vol. 11(2), pages 275-306, April.
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    Cited by:

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    2. Karynn Capilé & Claire Parkinson & Richard Twine & Erickson Leon Kovalski & Rita Leal Paixão, 2021. "Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom," Sustainability, MDPI, vol. 13(15), pages 1-24, July.
    3. Kellie Liket & Ana Simaens, 2015. "Battling the Devolution in the Research on Corporate Philanthropy," Journal of Business Ethics, Springer, vol. 126(2), pages 285-308, January.

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