08 - The Behaviour of sellers II - Marketing ethics, CSR and theory in use

Question 1

What are the two main types of ethics?

Answer 1

Teleology ​
The concern is with the consequences (telos), not with duties or intentions​
​
Deontology​
(Duty), obligation or rules, e.g. the ten commandments​
It is not the consequences of actions that make them right or wrong,​
but the intentions

Question 2

Why marketing ethics?

Answer 2

1. You should behave in a way there is good for you and the society

Question 3

Marketing ethics – what?

Answer 3

How moral standards are applied to marketing decisions, behaviors, and institutions” (Laczniak & Murphy, 1993)
* “The marketing manager must respect and care about the welfare of those affected by marketing decisions” (Smith, 1995)

Question 4

Explain Model 1 from Hunt, S. D. (2013). The inductive realist model of theory generation: explaining the development of a theory of marketing ethics.

Answer 4

The model is made to understand how you can develop a general theory of marketing ethics.

• The focus in the model is explaining the proces that leads to box 4, new theory porposals
• Current disciplinary knowlegde (How knowledge is established): Entities (enheder) that are posited (antages) to exist fx: firms, consumers etc.. These entities that exist have attributes fx: some firms are more market orientated. Also, entities have relationships fx: firms that are high in market orientation are more profitable.
• Problem recognition: Unexplained phenomena . Empirical problems when theories fails to predict or explain a phenomena Conceptual Lack of conceptual problems - lack of external fit, two theories, X and Y. Both Theories explaining a phenomena, fx: if two theories contradicting (modsiger) each other
• Creative cognitive acts: Theory generation take place through time. Indeed, devising (udarbejdelse) good empirical tests is often a highly creative enterprise
• New theory proposals During the manuscript development process, theory proposals are often modified. The theory propopals should consists of theoretical and empirical evidence
• Theory uses: When there is enough conceptual and empirical evidence to warrant (berettige) the claim (påstanden). Constraints (begrænsninger)

Question 5

Explain Hunt Vitell model of ethics

Answer 5

The H-V model addresses the situation in which an individual confronts a problem perceived as having ethical content.

Question 6

Explain the text: Hunt, S. D. (2013). The inductive realist model of theory generation: explaining the development of a theory of marketing ethics.

Answer 6

Hunts new model is silent on the question of where theory proposals in marketing come from (i.e. theory generation)

Inductive realist model of theory generation will incorporate both recent works by the “friends of discovery” on discovery procesess in science and hunts inductive realist model of theory status
Hunt-Vitell = HV

A model of discovery processes - theory generation processes - should account not only for new approximately true, major contributions to knowledge but also to the by far more numerous incremental contributions to scientific knowledge.
Discovery is a very misleading word  Theory generation instead of theory discovery
The inductive realist approach to discovery processes - theory generation processes - is that discoveries are neither irrational nor algorithmic. Rather discoveries are best viewed as the result of creative cognitive acts that involve constraints and reasoning processes that parallel those found in the context of justification.

Question 7

Explain the main point of the text : Garriga, E., & Melé, D. 2004. Corporate social responsibility theories: Mapping the territory.

Answer 7

CSR theories are focused on four main aspects (1) = Meeting objectives that produce long term profits. (2) using business power in a responsible way (3) integrating social demands and (4) contribtuing to a good society by doing what is ethically correct

Question 8

What are the four groups of CSR concepts?

Garriga, E., & Melé, D. 2004. Corporate social responsibility theories: Mapping the territory.

Answer 8

Instrumental
o Meetings Objectives – Long-term profits. Seen as a strategic tool to achieve economic objectives (maximization of profits).

Political
o Using business power in a responsible way. Focus on interactions and connections between business and society and on the power and position of business in a responsible way.

Integrative
o Integrating social demands. This group of theories looks at how business intergrates social demands, arguing that business depends on society for its existence. Social demands are generally considered to be the way in which society interacts with business and gives it a certain legitimacy and prestige

Ethical theories. Value theory:
o This is related to delogical perspective. Contributing to a good society by doing what it ethically correct.

Question 9

Explain Theory Development Innovation from the text:

Zeithaml, V. A., Jaworski, B. J., Kohli, A. K., Tuli, K. R., Ulaga, W., & Zaltman, G. (2020). A theories-in-use approach to building marketing theory.

Answer 9

• The model can contribute to understand the development of a general theory of marketing
• TIU Research process – we are testing
• When testing this theory, it will be in the “External world”
• Maybe there is a gap, and then you will try to fill out this gap with a new theory