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The article discusses foundations for ethical customer relationships, contingent knowledge about customers as stakeholders, and insights on establishing a balanced stakeholder orientation. The relationship between customers and a firm exist because of a mutual expectation built on trust, good faith, and fair dealing. Ethical responsibilities to U.S. consumers have a strong foundation of legal protection. The U.S. Federal Trade Commission (FTC) works to protect consumers against unfair or fraudulent practices. Experts say organizations need to create ethical corporate cultures based on leadership and the commitment to values that stress the importance of stakeholder relationships.
O. C. Ferrell (Sat,) studied this question.