Marketing Strategies and the Search for Virtue: A Case Analysis of The Body Shop, International
Cathy L. Hartman, Caryn L. Beck-Dudley
Journal of Business Ethics · 1999 · Volume 20 · Issue 3
Abstract
The authors propose a framework to integrate virtue ethics into marketing theory and apply it to the development of marketing strategies. Virtue ethics, a philosophy that focuses on an individual's moral character, has received limited attention from marketing scholars and researchers. The authors argue that without consideration of virtue ethics a comprehensive analysis of the ethical character of marketing decision makers and their strategies cannot be achieved. They provide an overview of virtue ethics supplemented by a case study of The Body Shop, International to demonstrate how evaluation of the ethics of corporate executives and their marketing strategies is completed by virtue ethics.
Keywords
Economic Growth, Marketing, Decision Maker, Comprehensive Analysis, Case Analysis
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