마케팅에서 비윤리 경영의 원인(배경)에 대한 고찰

Abstract

Business activities vastly influence country, economy, society and individual. Thus, companies must be held accountable for their economic/legal/philanthropic/ethical responsibility. In this respect, corporate social responsibility (CSR) involves ethical responsibility. Ethical business activity is crucial in all fields of a company. However, it ought to pay special attention to ethics in marketing area due to its traits. Unfortunately, when examining the present state of marketing practices, unethical behaviors are frequently found. This research examines the causes (background) of unethical marketing activity. Unbalance of power, moral hazard, information and communication capability, unethical behaviors of competitors, and loose sanction are considered such causes. Ethical mind and behaviors in marketing are more likely to be strengthened when the causes (background) of unethical marketing activity are clearly understood and carefully managed. Most managers want their organizations to be ethical, but not all of them are aware of how to attain that goal. Those organizations that can accurately identify, assess, and manage the causes inherent in unethical marketing activity are likely to gain important management solutions as well as competitive advantages.