Ethical Business-To-Business Exchange: A Revised Perspective
There is increasing interest in ethical questions in marketing. Most contributions to the marketing ethics literature refer to business-to-consumer situations and take an actor-focused perspective. Ethical issues arising on business markets characterized by inter-organizational exchange and network structures have received much less attention. This paper attempts to reduce this gap. It focuses on the specific question under what conditions exchange between companies can be qualified as ethical. To achieve the purpose of the paper, the authors review articles providing sets of criteria for evaluating the ethicality of relational exchange. Using a case study they then challenge these criteria.