The General Theory of Marketing Ethics: Conceptual Framework for a Future Study in the Pharmaceutical Industry

Abstract

Sales managers have the responsibility of maintaining ethical standards while marketing the products of the company to buyers. Therefore, sales managers in the pharmaceutical industry must improve training to reduce the unethical behavior of sales representatives. Corruption across the pharmaceutical industry indicates an urgent need for marketing ethics in training and performance of duties. Also, appropriate identification and fulfillment of training needs for sales representatives are required to influence their ethical perceptions of marketing and service functions that they perform. The general theory of marketing ethics addresses the situation where a person confronts a problem that contains ethical content. Based on this theory, the business environment such as culture, the organization, personal influences, and the industry influence the ethical decision of a person. We proposed the general theory of marketing ethics as a conceptual framework for future qualitative multiple case studies to explore strategies of some sales managers in the pharmaceutical industry used to improve marketing training to reduce unethical sales representative behavior. The proposed prospective study may contribute to business practice and may have an impact on social change.