The Hunt-Vitell General Theory of Marketing Ethics: Can it enhance our understanding of principal-agent relationships in channels of distribution?

Journal of Business Ethics

Volumn 41, Issue 3, 2002, Pages 267-285

  Vermillion, Leslie J ^b   Lassar, Walfried M ^c   Winsor, Robert D ^a  

^a LOYOLA MARYMOUNT UNIVERSITY   (United States)

^b UNIVERSITY OF TENNESSEE AT MARTIN   (United States)

^c NONE

Author keywords

Agency theory; Channel management; Hunt Vitell model; Marketing ethics; Relationship marketing

Indexed keywords

EID: 0141783718     PISSN: 01674544     EISSN: None     Source Type: Journal    
DOI: 10.1023/A:1021284922440     Document Type: Article

References (68)

1. Amihud, Y. and B. Lev: 1981, 'Risk Reduction as a Managerial Motive for Corporate Mergers', The Bell Journal of Economics 12, 605-617.
2. Anderson, E. and H. Gatignon: 1986, 'Modes of Foreign Entry: A Transaction Cost Analysis and Propositions', Journal of International Business Studies 17 (Fall), 1-26.
3. Anderson, E. and R. Oliver: 1987, 'Perspective on Behavior-Based Versus Outcome-Based Salesforce Control Systems', Journal of Marketing 51 (October), 76-88.
4. Anderson, E. and B. Weitz: 1992, 'The Use of Pledges to Build and Sustain Commitment in Distribution Channels', Journal of Marketing Research 29(1), 18-34.
5. Anderson, J. C. and J. A. Narus: 1990, 'A Model of Distributor Firm and Manufacturer Firm Working Partnerships', Journal of Marketing 54 (January), 42-58.
6. Baiman, S.: 1990, 'Agency Research in Managerial Accounting: A Second Look', Accounting, Organizations and Society 15(4), 341-371.
7. Bauer, T. A. and S. G. Green: 1996, 'Development of Leader-Member Exchange: A Longitudinal Test', Academy of Management Review 39(6), 1538-1567.
8. Baumholt, R.C.: 1961, 'How Ethical Are Businessmen?' Harvard Business Review 39(6-9), 156-157.
9. Beale, H. and T. Dugdale: 1975, 'Contracts Between Businessmen: Planning and the Use of Contractual Remedies', British Journal of Law and Society 2, 45-60.
10. Bergen, M., S. Dutta and O. C. Walker, Jr.: 1992, 'Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories', Journal of Marketing 56 (July), 1-24.
11. Burns, J. O. and P. Kiecker: 1995: 'Tax Practitioner Ethics: An Empirical Investigation of Organizational Consequences', The Journal of the American Taxation Association 17(2), 20-49.
12. Dabholkar, P. A., W. J. Johnson and A. S. Cathey: 1994, 'The Dynamics of Long-Term Business-to-Business Relationships', Journal of the Academy of Marketing Science 22(2), 130-145.
13. Demski, J. and G. Feltham: 1978, 'Economic Incentives in Budgetary Control Systems', Accounting Review 53, 336-359.
14. Doney, P. M. and J. P. Cannon: 1997, 'An Examination of the Nature of Trust in Buyer-Seller Relationships', Journal of Marketing 61 (April), 35-51.
15. Donoho, C. L., M. J. Polonsky, J. Herche and M. J. Swenson: 1999: 'A Cross Cultural Examination of the General Theory of Marketing Ethics: Does it Apply to the Next Generation of Marketing Managers?', in S. Smith (ed.), Proceedings of the Seventh Cross Cultural Research Conference (Cancun, Mexico).
16. Dwyer, F. R., P. H. Schurr and S. Oh: 1987, 'Developing Buyer-Seller Relationships', Journal of Marketing 51(2), 11-27.
17. Eisenhardt, K. M.: 1988, 'Agency-and Institutional-Theory Explanations: The Case of Retail Sales Compensation', Academy of Management Journal 31, 488-511.
18. Eisenhardt, K. M.: 1989, 'Agency Theory: An Assessment and Review', Academy of Management Review 14(1), 57-74.
19. Etzioni, Amitai: 1988, The Moral Dimension: Toward a New Economics (The Free Press, New York).
20. Fama, E.: 1980, 'Agency Problems and the Theory of the Firm', Journal of Political Economy 88, 288-307.
21. Fama, E. and M. C. Jensen: 1983, 'Separation of Ownership and Control', Journal of Law and Economics 26, 301-325.
22. Fein, Adam J. and Erin Anderson: 1997. 'Patterns of Credible Commitments: Territory and Brand Selectivity in Industrial Distribution Channels', Journal of Marketing 61(2), 19-34.
23. Frazier, G. L. and K. D. Antia: 1995, 'Exchange Relationships and Interfirm Power in Channels of Distribution', Journal of the Academy of Marketing Science 23(4), 321-326.
24. Ganesan, S.: 1994, 'Determination of Long-Term Orientation in Buyer Seller Relationships', Journal of Marketing 58 (April), 1-19.
25. Gundlach, G. T, and P. E Murphy: 1993, 'Ethical and Legal Foundations of Relational Exchanges', Journal of Marketing 57 (October), 35-56.
26. Hunt, S. D.: 1990, 'Commentary on an Empirical Investigation of a General Theory of Marketing Ethics', Journal of the Academy of Marketing Science 18 (Spring), 173-177.
27. Hunt, S. D., L. B. Chonko and James B. Wilcox: 1984, 'Ethical Problems of Marketing Researchers', Journal of Marketing Research 21 (August), 309-324.
28. Hunt, S. D. and A. Z. Vasquez-Parraga: 1993, 'Organizational Consequences, Marketing Ethics, and Salesforce Supervision', Journal of Marketing Research 30 (February), 78-90.
29. Hunt, S. D. and S. Vitell: 1986, 'A General Theory of Marketing Ethics', Journal of Macromarketing 6 (Spring), 5-16.
30. Hunt, S. D. and S. Vitell: 1992, 'The General Theory of Marketing Ethics: A Retrospective and Revision', in Quelch and Smith (eds.), Ethics in Marketing (Richard D. Irwin, Chicago).
31. Jarvenpaa, S. L., K. Knoll and D. E. Leider: 1998, 'Is Anybody Out There? Antecedents of Trust in Global Teams', Journal of Management Information Systems 14 (Spring) 29-64.
32. Jensen, M. C. and W. H. Meckling: 1976, 'Theory of the Firm: Managerial Behavior, Agency Costs, and Ownership Structure', Journal of Financial Economics 3 (October), 305-360.
33. Jeuland, A. P. and S. M. Shugan: 1983, 'Managing Channel Profits', Marketing Science 2(3), 239-272.
34. Kavali, S. G., N. X. Tzokas and M. J. Saren: 1999, 'Relationship Marketing as an Ethical Approach: Philosophical and Managerial Considerations', Management Decision 37(7), 573-581.
35. Kerr, J. L. and L. Kren: 1992, 'Effect of Relative Decision Monitoring on Chief Executive Compensation', Academy of Management Journal 35, 370-397.
36. Kleindorfer, P. R. and R. Sertel: 1979, 'Profit - Maximizing Design of Enterprises Through Incentives', Journal of Economic Theory (20), 318-339.
37. Kosnik, R: 1987, 'Greenmail: A Study of Board Performance in Corporate Governance', Administrative Science Quarterly 32, 163-185.
38. Laczniak, Gene R. and Patrick E. Murphy: 1985, 'Incorporating Marketing Ethics Into the Organization', in Gene R. Laczniak and Patrick E. Murphy (eds.), Marketing Ethics (DC Heath and Company, Lexington, MA), pp. 97-105.
39. Laffont, J. and E. Maskin: 1982, 'The Theory of Incentives: An Overview', in W. Hildebrand (ed.), Advances in Economic Theory, Chapter 2 (Cambridge University Press, Cambridge).
40. Lassar, W. M. and J. L. Kerr: 1996, 'Strategy and Control in Supplier-Distributive Relationships: An Agency Perspective', Strategic Management Journal 17, 613-632.
41. Li, F., B. Greenberg and T. Li.: 1997, 'Toward a General Definition of Relationship Marketing' in W. M. Pride and G. T. Hult (eds.), Proceedings of the American Marketing Association Educator's Summer Educators' Conference: Enhancing Knowledge Development in Marketing 8 (Summer), 238-244.
42. Mayer, R. C., J. H. Davis and F. D. Schoorman: 1995, 'An Integrative Model of Organizational Trust', Academy of Management Review 20, 709-734.
43. Mayo, M. A. and L. J. Marks: 1990, 'An Empirical Investigation of a General Theory of Marketing Ethics', Journal of the Academy of Marketing Science 18(2).
44. Menguc, B.: 1998, 'Organizational Consequences, Marketing Ethics and Salesforce Supervision: Further Empirical Evidence', Journal of Business Ethics 17, 333-352.
45. Mohr, J. and J. R. Nevin: 1990, 'Communication Strategies in Marketing Channels: A Theoretical Perspective', Journal of Marketing 54 (October), 36-51, 163-171.
46. Morgan, R. M. and S. D. Hunt: 1994, 'The Commitment-Trust Theory of Relationship Marketing', Journal of Marketing 58(3) (July), 20-38.
47. Murphy, Patrick and Gene R. Laczniak 1981, 'Marketing Ethics: A Review with Implications for Managers, Educators, and Researchers', Review of Marketing 1981, 251-266.
48. Murphy, P. E., G. Wood and G. R. Laczniak: 1996, 'Relationship Marketing = Ethical Marketing', in Research Methodologies for the New Marketing, Vol. 204 (ESOMAR Publication Series, Amsterdam), pp. 21-40.
49. Nevin, J. R.: 1995, 'Relationship Marketing and Distribution Channels: Exploring Fundamental Issues', Journal of The Academy of Marketing Science 23(4), 327-334.
50. Oviatt, B. M.: 1988, 'Agency and Transaction Cost Perspectives on the Manager-Shareholder Relationship: Incentives for Congruent Interests', Academy of Management Review 13, 214-225.
51. Parvatiyar, A. and J. N. Sheth: 1994. 'Paradigm Shift in Marketing Theory and Approach: The Emergence of Relationship Marketing', in J. Sheth and A. Parvatiyar (eds.), Relationship Marketing: Theory, Methods, and Applications, Section I, Session 2.1. (Center for Relationship Marketing, Emory University, Atlanta, GA).
52. Rallapalli, K. C., S. J. Vitell, F. A. Wiebe and J. H. Barnes: 1994, 'Consumer Ethical Beliefs and Personality Traits: An Exploratory Analysis', Journal of Business Ethics 13, 487-495.
53. Robicheaux, R. A. and J. E. Coleman: 1994, 'The Structure of Marketing Channel Relationships', Journal of the Academy of Marketing Science 22(1), 38-51.
54. Rotter, J. B.: 1971, 'Generalized Expectancies for Interpersonal Trust', American Psychologist 26, 443-452.
55. Rotter, J. B.: 1980, 'Interpersonal Trust, Trustworthiness, and Gullibility', American Psychologist 35, 1-7.
56. Shavell, S.: 1979, 'Risk Sharing and Incentives in the Principal and Agent Relationship', Bell Journal of Economics 10, 54-73.
57. Shugan, S. M.: 1985, 'Implicit Understandings in Channels of Distribution', Management Science 31(4), 435-460.
58. Smith, J.B. and D. W. Barclay: 1997, 'The effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships', Journal of Marketing (January), 2-18.
59. Takala, T., and O. Uusitalo: 1996, 'An Alternative View of Relationship Marketing: A Framework for Ethical Analysis', European Journal of Marketing 30(2), 45-60.
60. Turban, D. B. and A. P. Jones: 1988, 'Supervisor-Subordinate Similarity: Types, Effects and Mechanisms', Journal of Applied Psychology 73, 228-234.
61. Vaquez-Parraga, A. Z. and L. Comer: 1999, 'Organizational Framework for Sales Ethics Management', Research in Marketing 15, 139-174.
62. Vaquez-Parraga, A. Z. and L. Comer: 1996, 'Control Systems and Marketing Ethics', Working Paper, Institute for International Business Research, The University of Texas Pan American, Edinburg, TX.
63. Ventis, K. A. and P. N. Ghauri: 2000, 'The Importance of Service Quality on Customer Retention: An Empirical Study of Business Service Relationships', Proceedings of the AMA International Marketing Educators' Conference: Marketing in a Global Economy (Buenos Aires, Argentina), pp. 215-224.
64. Vitell, S. and J. Muncy: 1992, 'Consumer Ethics: An Empirical Investigation of Factors Influencing Ethical Judgments of the Final Consumer', Journal of Business Ethics 11, 585-597.
65. Walsh, J. P. and J. J. Seward: 1990, 'On the Efficiency of Internal and External Corporate Control Mechanisms', Academy of Management Review 15, 421-458.
66. Williamson, O. E.: 1975, Markets and Hierarchies: Analysis and Antitrust Implications (Free Press, New York).
67. Weitz, B. A. and S. D. Jap: 1995, 'Relationship Marketing and Distribution Channels', Journal of the Academy of Marketing Science 23(4), 305-320.
68. Zusman, P. and M. Etgar: 1981, 'The Marketing Channel as an Equilibrium Set of Contracts', Management Science 27(3), 284-302.