Laying Foundations for an Emerging Field: A Commentary on Shelby Hunt’s Research on Marketing Ethics

10 Pages Posted: 31 Aug 2010

Date Written: August 30, 2010

Abstract

The focus of my comments is on Shelby’s research on marketing ethics, with particular attention to the Hunt-Vitell theory (or model) of ethics. However, it is important to place this research in the broader context of his work, not least because this informs our understanding of his more specific contributions in marketing ethics. So, for example, not only do we find the same careful craftsmanship, from conceptualization through to execution of his papers, we also find Shelby’s approach guided by his perspective on the philosophy of science. While for some it might be characterized as overly positivist, for others it is an approach that brings clarity and greater certainty to an uncertain domain.

Suggested Citation

Smith, N. Craig, Laying Foundations for an Emerging Field: A Commentary on Shelby Hunt’s Research on Marketing Ethics (August 30, 2010). INSEAD Working Paper No. 2010/63/AL/INSEAD Social Innovation Centre. Available at SSRN: https://ssrn.com/abstract=1668527 or http://dx.doi.org/10.2139/ssrn.1668527

N. Craig Smith (Contact Author)

INSEAD ( email )

Boulevard de Constance
77305 Fontainebleau Cedex
France

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