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This theoretical paper seeks to make a contribution to studies of ethics in a 'Business-to-business' context. The authors argue that the normative focus of much research in marketing ethics has rendered scholars unable to imagine issues of morality beyond a rather narrowly defined set of tools. Instead, after a quarter of a century of academic development in the field of purchasing and marketing, they invite the IMP Group to embrace some more challenging conceptualisations of justice. Fittingly for a conference to be held in France, this re-conceptualisation will be approached through the work of the post-structuralist philosopher Emmanuel Levinas.
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