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Why should marketers be forced to ignore their moral awareness? A reply to Gaski

Author

Listed:
  • Geert Demuijnck

    (EDHEC Business School)

  • Patrick E. Murphy

    (Mendoza College of Business, University of Notre Dame)

Abstract

This commentary presents a reply to the Gaski paper that is published in this issue. Our stance is that he overstates his position and makes several 'leaps of faith' that are unwarranted. We focus on four major reservations about this work: (1) the dynamics of ethics and regulation are underrepresented; (2) simplistic assumptions are made about the uncertainty of ethical claims and theories; (3) responsibility is considered as an all or nothing proposition; and (4) empirical claims are offered that are not backed up with evidence and bad faith is displayed in presenting 'real world' examples. We conclude by stating that corporations have already institutionalized ethics and corporate social responsibility functions within their firms. We firmly believe that responsible marketers do have a conscience.

Suggested Citation

  • Geert Demuijnck & Patrick E. Murphy, 2022. "Why should marketers be forced to ignore their moral awareness? A reply to Gaski," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 38-43, June.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:1:d:10.1007_s13162-022-00226-2
    DOI: 10.1007/s13162-022-00226-2
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    References listed on IDEAS

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    1. Brian Schaefer, 2008. "Shareholders and Social Responsibility," Journal of Business Ethics, Springer, vol. 81(2), pages 297-312, August.
    2. John F. Gaski, 2022. "Toward social responsibility, not the social responsibility semblance: marketing does not need a conscience," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 7-24, June.
    3. Gaski, John F., 1985. "Dangerous territory: The societal marketing concept revisited," Business Horizons, Elsevier, vol. 28(4), pages 42-47.
    4. Patrick E. Murphy & Magdalena Öberseder & Gene R. Laczniak, 2013. "Corporate societal responsibility in marketing: normatively broadening the concept," AMS Review, Springer;Academy of Marketing Science, vol. 3(2), pages 86-102, June.
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    Cited by:

    1. John F. Gaski, 2023. "Replies to comments on “Toward social responsibility,” also incorporating a focus on ESG," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 5-11, June.
    2. Stefanie Wannow & Martin Haupt & Martin Ohlwein, 2024. "Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 168-192, March.
    3. O. C. Ferrell, 2022. "Perspectives on socially responsible marketing: the chasm widens," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 1-6, June.

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