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A Macromarketing Ethics Framework: Stakeholder Orientation and Distributive Justice

University of New Mexico

Linda Ferrell

University of New Mexico

This article develops a framework for macromarketing ethics. Macromarketing ethics is concerned with the economic and social impact of the fair distribution of products and other resources through the marketing system. The framework is based on organizational culture, stakeholder orientation, and distributive justice. This work is grounded on research that positions stakeholder orientation as an operational approach to address the issues and concerns of participants, and other parties of interest, in the marketing system. Distributive justice is defended as a normative philosophy to provide principles that can contribute to an organizational culture supportive of macromarketing ethics.

Key Words: stakeholders • stakeholder orientation • macromarketing ethics • distributive justice • marketing ethics • organizational culture • stakeholder culture

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