论我国企业诚信营销外文翻译.docx

论我国企业诚信营销外文翻译.docx

《论我国企业诚信营销外文翻译.docx》由会员分享，可在线阅读，更多相关《论我国企业诚信营销外文翻译.docx（13页珍藏版）》请在冰豆网上搜索。

论我国企业诚信营销外文翻译

Marketingwithintegrity:

ethicsandtheservice-dominant

logicformarketing

AndrewV.Abela&PatrickE.Murphy

Received:

28June2007/Accepted:

2July2007/Publishedonline:

21August2007

#AcademyofMarketingScience2007

Abstract

Thispaperexaminesatendencywithinexistingmarketingscholarshiptocompartmentalizeethicalissues.Italsoshowshowthistendencycancauseethicaltensionsandconflictsinmarketingpractice.Theemergingservicedominant（S-D）logicformarketing,asproposedbyVargoandLusch,isexploredasanexampleofanapproachtomarketingthatovercomesthistendency.TheS-Dlogicisfoundtobeapositivedevelopmentformarketingethicsbecauseitfacilitatestheseamlessintegrationofethicalaccountabilityintomarketingdecision-making.Specificrecommendationsaremadeforimprovingtheethicalclimateinmarketingusingmarketingperformancemeasurementtheoryandpractice.

KeywordsEthicalviolations.Ethics.Integrity.Marketingethics.Marketingperformancemeasurement.

Service-dominantlogic

Introduction

Despiteextensiveandthoughtfuleffortdevotedtomarketingethicsscholarshipoverthepastseveraldecades,theincidenceofethicalviolationsinmarketingpracticeremainshigh.Theeffectivenessofcurrentapproachestomarketingscholarshipmaybelimitedbytheprevailingapproachtomarketingethics,whichtendstoseparateethicalanalysisfrommarketingbyoverlayingsuchanalysisontopofexistingmarketingtheory,ratherthanintegratingit.Suchanapproach,inthecontextofthefragmentednatureofcontemporarymarketingtheory,cancausenormativetensionsformarketingmanagersthatinturnresultinethicalviolations.Theservice-dominant（S-D）logic,asproposedbyVargoandLusch（2004a,b,2006;hereafterVL）,providesamoreintegratedapproachtomarketingtheorythatreducesthesetensions,enablingamoreethicalfoundationformarketing.MarketingethicstodateMarketingethicsis“thesystematicstudyofhowmoralstandardsareappliedtomarketingdecisions,behaviorsandinstitutions”（Murphyetal.2005,p.xvii）.Accordingtoamajorreviewarticleexaminingthemarketingethicsliteratureduringthe1960’sand70’s,themaintopicscoveredincludedmarketingresearchandmanagerialissues（e.g.,purchasing;thefourP’s）andtoalesserextenttheoreticalandconsumerconcerns（MurphyandLaczniak1981）.Theseearlierapproachestendedtotakeanormativeperspective,“developingguidelinesorrulestoassistmarketersintheireffortstobehaveinanethicalfashion”（HuntandVitell1986,p.6）.Subsequently,developmentoftheoreticalmodelsofmarketers’ethicaldecision-makinginauguratedadescriptivestreamofresearch（FerrellandGresham1985;Ferrelletal.1989;HuntandVitell1986）.Morerecently,marketingethicshasbuiltonbothofthesestreams,applyingnormativeguidancefrommoralandpoliticalphilosophy（suchasdeontology,socialcontractstheory,andvirtuetheory）tothemorecomplexunderstandingofthemarketingethicsdecision-makingprocessprovidedbydescriptiveresearch（Dunfeeetal.1999;Murphy1999;SmithandCooper-Martin1997;TakalaandUusitalo1996）.ThepersistenceofethicalofethicalissuesNevertheless,issuessuchasmisleadingadvertising,unsafeandharmfulproducts,abuseofdistributionchannelpower,andpromotionofmaterialism,whichwerethemainethicaconcernsofthe1950’s,arestillseriousproblemstoday,halfacenturylater（Kotler2004;citingBowen1953）.Newissuesareregularlyaddedtothislist,includingstealthmarketing,predatorylending,promotionofoff-labelusesofpharmaceuticals,andonlineprivacy（Karpatkin1999;Murphyetal.2005）.Oneimportantcauseofthepersistenceofsuchissuesisthetendencyincurrentmarketingtheorytocompartmentalizeethicalissues.Ingeneral,theoreticaldevelopmentsinmarketingareintroducedwithoutexplicitconsiderationofethicsbytheirproponents,apparentlyontheassumptionthatsuchconsiderationcanbeseparatedfromthe“business”issues.Forexample,theconceptsoftargetmarketing,servicequality,andbrandequitywereallacceptedmarketingpracticeslongbeforeethicalissuesassociatedwiththemwereanalyzed（Abela2003;Davis1996;SmithandCooper-Martin1997）.EventheS-Dlogic,whichisproposedinthispaperasastrongerethicalfoundationformarketing,madenoexplicitreferencetoethicsinitsinitialformulation（VargoandLusch2004a）.Aswewillnotebelow,thereareethicalconsiderationsimplicitintheS-Dlogic,butwebelievethattheyneedtobemademoreexplicitformarketingtohaveafirmerethicalfoundation.TheproblemofcompartmentalizationThisseparationorcompartmentalizationof“business”and“ethics”isproblematicboththeoreticallyandpractically.Atthetheoreticallevel,theseparationbetweeneconomicandethicalanalysisweakensthequalityofscholarlyinvestigation,withnegativeconsequencesforbotheconomicandethicalanalysis（Freeman1994;Sen1987）.Forexample,Kotler’ssocietalmarketingconcept（SMC）,introducedinthethirdedition（1976）ofhismarketingmanagementtext,proposesthatallmarketingdecisionsbemadeforthebenefitoftheconsumer,thefirm,andsocietyasawhole.However,theformulationofthevariousmarketingstrategiesandtacticspresentedinthistextisnotmateriallydifferentfromthatofotherauthors’whodonotproposetheSMC.TheSMC,whilealaudablenotion,hasnotseenextensiveimplementationinmarketing（CraneandDesmond2002）.Furthermore,compartmentalizationofethicalissuesleaves

scholarsfreetodevelopapparentlyamoraltheories,whichcanhavethepotentialtosignaltostudentsofsuchtheoriesthattheyarefreefromasenseofmoralresponsibility（Ghoshal2005）.Onamorepositivenote,socialandenvironmentalissuesappeartobegainingseriousattentionrecentlywithMichaelPorterandothersfocusingonamorestrategicuseofcorporateresponsibilityandsustainablemarketing（Murphyetal.2005;PorterandKramer2006）.Atapracticallevel,thecompartmentalizationofmarketingethicsmakesethicalissuesmorelikelytobeignored.Accordingtodescriptiveresearchinmarketingethics,marketersdealwithethicalissuesthroughamulti-stagereasoningprocess（Ferrelletal.1989;HuntandVitell1986）.Twocriticalstepsinsuchaprocessarerecognizingthepresenceofanethicalissueandinvokinganethicalevaluation.Basedonthisunderstanding,marketingethics

scholarshavedevelopedframeworksforhelpingmarketersidentifyandthenevaluateethicalissues.Yetthesemodelsaremostlydevelopedasan“add-on”totherestofmarketingscholarship:

oneissupposedtoputthedecisionsarisingfromone’smarketinganalysisthroughoneormoreoftheseframeworks.Asaresult,theymaybeviewedasoptional.Forexample,Laczniak（1983）proposedaframeworkoffourteenquestionsthatamarketershouldask,including:

“Istheintentofaparticularactionevil?

Are

anymajorevilslikelytoresultfromthisaction?

”Smith’s（1993）ConsumerSovereigntyTestrequiresmarketerstoapplythreeteststotheirmarketingdecisions:

capabilityoftheconsumer,availabilityandqualityofinformation,andopportunityforchoice/switching.Theproblemwiththese

frameworksisthatineachcasethereisaseparationbetweenthemarketinganalysisandtheethicalanalysis.RobinandReidenbach（1987）advocatedparallelplanningsystemsfor“integratingethicalandsociallyresponsibleplansintostrategicmarketingplanning”（p.52）.Althoughthismethodavoidstheclearerseparationoftheothertwo,itstillrequiresmarketerstotakeadditionalstepstoaddress

ethicalconsiderations.Atworst,though,suchframeworksbecomemerelyaroutine“ethicscheck.”Inthehecticconditionsofcontemporarymarketingdecision-making,isn’titlikelythatsuchethicalconsiderationscanbe–andsometimesare–accidentallyorintentionallyignored?

Whatisneededisanapproachtomarketingethicsthatdoesnotrequireaseparateprocesseverytimeanethicalissueisidentified,butinsteadallowssuchissuestobedealtwithaspartofthenormalcourseofmarketingdecision-making.

Limitationsandimplicationsforresearchandeducation

Ourproposalisadeparturefrompreviousapproachestomarketingethics.Hence,itshouldnotbesurprisingifthereareseverallimitationsthatstillneedtobeaddressed.First,theideathatmarketingstrategysometimesinvolvesattemptstoreducecompetitionisnotcompletelyresolvedhere.Occasionscouldarisewhereopportunismisprofitable,suchaswhenfirmsaresuccessfulincreatinglegalanti-competitivebarrierstoentrythroughtechnologyorchannelarrangements.“Tragedyofthecommons”issues（ShultzandHolbrook1999）aren’tentirelyaddressedeither.Measurementoftheethicaltensionsisnotattempted;animportantnextstepisoperationalizingthem.Also,despite

majorstridesinmeasuringnon-financialassets,themethodologiesdiscussedabovearenotuniversallyemployedorcalculatedinthesameway.Severalareasforfurtherresearcharesuggestedbythispaper.&AtheoreticalargumentisadvancedtosupportthepropositionthattheS-Dlogicreducesthenumberofethicaltensionsinmarketing;thispropositioncanbeempiricallytested,e.g.bymeasuringwhetherthelevelofmarketingmanagers’agreementwiththetenetsoftheS-Dlogiccorrelatewithfewerperceivedethicaltensions.&Longitudinalstudyofchangesinfirms’adherencetotheFPsoftheS-Dlogicandthevariousmetricsdiscussedabovewouldalsostrengthenthetheoreticalargumentdevelopedinthispaper.&Tostrengthentheintegrationofnon-customerstakeholders（Laczniak2006）,thedialogicproposalofBallantyneandVarey（2006）couldbedevelopedfurther,perhapsintoanotherFPaboutparticipationandfairtreatmentofstakehold