December 5, 2025Marketing Management JournalOpen Access

The Role of Moral Obligations to Stakeholders in Ethical Marketing Decision Making

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Analysis unveils moral obligations that impact marketing decisions, suggesting ethical improvement strategies for firms.

Moral obligations influence ethical marketing practices within organizations.
Framework highlights the need for awareness of stakeholder relationships and values in decision making.
Corporations like Procter & Gamble exemplify corporate ethical philosophies in marketing strategies.
Emphasizes the conflict between obligations and the importance of resolving them ethically in marketing.

Stearns et al. (1996) studied this question.

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