Mutuality: A root principle for marketing ethics

African Journal of Business Ethics 10 (1) (2016)
  Copy   BIBTEX


This paper seeks to identify a mid-level unifying ethical principle that may help clarify and articulate the ethical responsibilities of business firms in the field of marketing ethics. The paper examines critically the main principles which have been proposed to date in the literature, namely consumer sovereignty, preserving the conditions of an acceptable exchange, paternalism, and the perfect competition ideal, and concludes that all of them are vulnerable to damaging criticisms. The paper articulates and defends the mutuality principle as the most plausible candidate for the role of master principle in the relations between a firm and its customers. This principle requires that sellers look for reciprocity in their relations with their customers, seeking to provide to their customers something that helps them improve in some way their well-being and is commensurate with what they receive from them



    Upload a copy of this work     Papers currently archived: 77,869

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

Ethics and services marketing.Ellen J. Kennedy & Leigh Lawton - 1993 - Journal of Business Ethics 12 (10):785 - 795.
Marketing virtue.Mike Thompson - 2002 - Business Ethics, the Environment and Responsibility 11 (4):354–362.
Principlism and moral dilemmas: a new principle.J. P. DeMarco - 2005 - Journal of Medical Ethics 31 (2):101-105.
Marketing Ethics: An International Perspective.Bodo B. Schlegelmilch - 1998 - International Thomson Business Press.


Added to PP

22 (#528,329)

6 months
1 (#483,919)

Historical graph of downloads
How can I increase my downloads?

Citations of this work

No citations found.

Add more citations

References found in this work

Reasons and Persons.Derek Parfit - 1984 - Oxford, GB: Oxford University Press.
Reasons and Persons.Joseph Margolis - 1986 - Philosophy and Phenomenological Research 47 (2):311-327.
The Limits of Morality.Shelly Kagan - 1989 - Oxford, GB: Oxford University Press.
Natural Law and Natural Rights.John Finnis - 1979 - Oxford University Press.

View all 86 references / Add more references