The role of ethics in business-to-business marketing: An exploratory review and research agenda

Literature Review and Theoretical Generalizations of the Ethics Role in Business and Management: Family Business as a Case Study

“…A case study's scientific potential is closely correlated with how well the methodology is replicated in different settings. This method looks at many theoretical viewpoints on how applying ethics influences one's capacity to adjust to changing circumstances and satisfy all parties (Anand et al, 2023).…”

“…This is why many stakeholders demand the integration of ethics into company life. In this way, ethics can be considered as a central component of the company's social capital and, consequently, constitutes an excellent vector of external communication and social responsibility (Anand et al, 2023). Indeed, as stakeholders involve new powers emanating from economic and non-economic groups, they ask companies to consider the effects of their activities on society as a whole.…”

“…It involves creating a logic that makes a business an economic and social actor that must help to improve social well-being. To this end, the ethical culture and the responsible code of ethics of companies contribute to improving employees' relational and behavioural ethics, reducing unethical activities, and increasing the decision-making capacity of employees (Anand et al, 2023).…”

“…Thus, organizational ethics, the ethics of sustainability, environmental ethics, the ethics of relational management, the ethics of responsible business, and ethics of business, in general, constitute a diversity that leaves the belief that the field of ethics will benefit from consistent review and explicit analysis. This diversity of ethical behaviour concerns the development of policies, strategies, and ethical frameworks of interest to decision-makers and regulators to demonstrate integrity and impartiality towards all stakeholders (Anand et al, 2023). However, ethics creates the context in which human conduct takes place and provides the framework in which the company's economic activity takes place.…”

“…However, businesses face institutional obstacles in their pursuit of ethics, including the political environment, cultural and communication barriers, business regulations and agreements, and variations in ethical standards. Importantly, variation in ethical standards can significantly impact business-to-business relationships and the ability to maintain ethical standards (Anand et al, 2023). Thus, mixing ethical reflection and operational formalization approaches of this ethics introduces a privileged relationship between the company and its stakeholders.…”