haku: @author Winsor, R. D. / yhteensä: 1
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| Tekijä: | Vermillion, L. J. Lassar, W. M. Winsor, R. D. |
| Otsikko: | The Hunt-Vitell General Theory of Marketing Ethics: Can it Enhance our Understanding of Principal-Agent Relationships in Channels of Distribution? |
| Lehti: | Journal of Business Ethics
2002 : DEC II, VOL. 41:3, p. 267-285 |
| Asiasana: | AGENCY THEORY MANAGEMENT MODELS MARKETING ETHICS RELATIONSHIP MARKETING |
| Kieli: | eng |
| Tiivistelmä: | This paper advances the Hunt-Vitell General Theory of Marketing Ethics as a framework for enriching current understanding of both long-term marketing relationships in general, and principal-agent associations specifically. Under economic models of agency theory, manufacturer- distributor relationships are conceptualized as principal- agent associations where both parties are assumed be motivated exclusively by short-term financial self-interest within the logical constraints of zero-sum game conditions. As a general model of ethical decision making and behavior in marketing, the Hunt-Vitell theory illustrates how ethical decisions are predicated not only upon estimations of potential benefits or outcomes (using teleological criteria), but also deontological evaluations which invoke norms and values. |
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