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The clear conscience of the controversial sector marketer : a neutralization theory approach
[Les marketers des secteurs controversés face à leur conscience : une approche par la théorie des neutralisations]

Author

Listed:
  • Anne Sachet-Milliat

    (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Loréa Baïada-Hirèche

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Bénédicte Bourcier-Bequaert

    (IPAG Business School)

Abstract

The aim of this paper is to study neutralization techniques used by marketing practitioners to justify unethical pro-organizational behavior. We analyze the narratives of 17 practitioners in two controversial sectors (alcohol and tobacco). Three sets of arguments are used: moralization of professional activity through the virtuous organization, denial of responsibility due to over-restrictive legislation, and economic rationalization.

Suggested Citation

  • Anne Sachet-Milliat & Loréa Baïada-Hirèche & Bénédicte Bourcier-Bequaert, 2017. "The clear conscience of the controversial sector marketer : a neutralization theory approach [Les marketers des secteurs controversés face à leur conscience : une approche par la théorie des neutra," Post-Print hal-02552384, HAL.
    • Handle: RePEc:hal:journl:hal-02552384
    DOI: 10.1177/2051570717706828
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    Cited by:

    1. Bénédicte Bourcier-Béquaert & Loréa Baïada-Hirèche & Anne Sachet-Milliat, 2022. "Cure or Sell: How Do Pharmaceutical Industry Marketers Combine Their Dual Mission? An Approach Using Moral Dissonance," Journal of Business Ethics, Springer, vol. 175(3), pages 555-581, January.
    2. Laetitia Condamin & Valérie-Inès de La Ville, 2023. "Make ethical marketing happen: a performative approach to managers’ identity work in the food industry [Faire advenir un marketing éthique : analyse de la performativité du travail identitaire des ," Post-Print halshs-04003393, HAL.

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