Consequentialism says that people should behave in a specific way because of the consequences of not doing so. This can cause trouble by creating an ‘us versus them’ mentality. Offices can develop cliques that are made up of individuals with similar virtues. Employees who hold a set of morals and virtues personally will use them every day, both in and out of work. Find out more about sending to your Kindle. To be virtuous does not require any sainthood. Birkirkara BKR 9078, Kruschwitz, R.B and R.C. Moore , Jeff. 2013. According to Solomon it integrates one’s roles and responsibilities and the virtues defined by them (Solomon, 1992a, p.328). 2015. Pincoffs, E.L.: 1986, Quandaries and Virtues Against Reductivism in Ethics (University Press of Kansas, Lawrence). : 1992b, Ethics and Excellence (Oxford University Press, New York). and R.E. "The Role of Virtues in Business and Management" I. Virtue Ethics: Historical Background Seijts, Gerard At this stage it is very important that we make a clear distinction between virtues and values. : 1970a, ‘W.K. 2008 .“ Re-Imagining the Morality of Management: A Modern Virtue Ethics Approach ”, Business Ethics Quarterly 18 ( 4 ): 483 – 511 . This is virtue ethics. Fritzsche, D.J. : 1999, ‘Marketing Strategies and the Search for Virtue: A Case Analysis of The Body Shop International’, Journal of Business Ethics 20, 249-263, Dent, N.J.H. : 1985, ‘A Contingency Framework for Understanding Ethical Decision Making in Marketing’, Journal of Marketing 49, 87-96, Foot, P.: 1978, Virtues and Vices (University of California Press, Beckerley), Frederick, W.C.: 1992, ‘Anchoring Values in Nature: Toward a Theory of Business Values’, Business Ethics Quarterly 2, 283-303. Normative ethics is based on the ideas of how people should behave. MacIntyre, A.: 1984, After Virtue (University of Notre Dame Press, Notre Dame, ID). and It is quite surprising that in the past Marketing researchers have given limited attention to virtue ethics – the theory that focuses on an individual’s moral character. Lee does this completely on his own time, and asks for nothing in return. Anscombe recommended the return to concepts of virtue, character and human flourishing. Find out more about the Kindle Personal Document Service. The virtue Lee exhibited was his sense of responsibility. Aristotle: 1991, ‘Nicomachean Ethics’, in J. Barnes (ed. and : 1992a, ‘Corporate Roles, Personal Virtues: An Aristotelian Approach to Business Ethics”, Business Ethics Quarterly 2, 317-339. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply. The tut ... Read more >>, Level 3, Sean Building, Find out more about sending content to Google Drive. : 1975, ‘The Neglect of Virtue’, Ethics, 110-122. Email your librarian or administrator to recommend adding this journal to your organisation's collection. Therefore one can argue that there is an emphasis on the morally “correct and not on the morally “useful”. E-mail: info@mbs.edu.mt, The Application of Virtue Ethics in Marketing – The Body Shop Case perspective, Welcome to the Malta Business School Website, Read what our graduates say about the Henley MBA, ATHE Level 5 Diploma in Business and Management Starting March 2021, New Henley MBA intake starting October 2021, Statement of Responsibility for Total Quality Management, a focus on the moral character of the decision maker. Abstract views reflect the number of visits to the article landing page. The Good in the Right: A Theory of Intuition and Intrinsic Value. Vitell: 1986, ‘A General Theory of Marketing Ethics’, Journal of Macromarketing 5, 5-16. Avella, John T. There are a variety of ways that firms might achieve performance, such as being environmentally responsible, generating profits or having integrity. Its primary aim is offer an outline the must have characteristics to be considered as “virtuous”. for this article. View all Google Scholar citations Deontology focuses on how people have responsibilities and duties to behave in a specific way. We use cookies to distinguish you from other users and to provide you with a better experience on our websites. The focus is on the act and the person’s reason for choosing that particular act. and and P.E. Here are a few examples to help show this approach. and Virtue ethics can offer an adequate ethical alternative for those practioners who are not happy with Kantianism or utilitarianism. Anscombe, G.E.M: 1958, ‘Modern Moral Philosophy’, Philosophy 33, 1-18. Mark is a known philanthropist. The activities reflect Roddick’s thought that the concept “business of business is to make profits” has to be challenged, and every organisation must strive for the social good first and bottom line profit figures second. – Definition, Theory & Examples, Normative Economics: Definition & Examples, Project Feasibility Study: Definition & Steps, Basic Project Management: Concepts, Skills & Tools, The Difference Between Workplace Ethics and the Law, Bacterial Transformation: Definition, Process and Genetic Engineering of E. coli, Rational Function: Definition, Equation & Examples, How to Estimate with Decimals to Solve Math Problems, Editing for Content: Definition & Concept, Allosteric Regulation of Enzymes: Definition & Significance. The virtue demonstrated in this example was compassion or giving. 1. Solomon (1992b) suggests that the virtue of community “goes beyond the idea of particular responsibilities and obligations, although it embraces the same impetus toward larger thinking and citizenship endorsed by the stakeholder analysis” (p.150). The second organisational virtue is integrity and is included in both the American Marketing Association’s code of ethics (Marketing News, 1987) and also the consumer “bill of rights” (Skinner, 1994). Although there are a number of potential workplace examples of virtue ethics, defining this concept in a general sense is not impossible. His virtue is compassion. Therefore being virtuous means possessing the virtues and acting according to them. Roddick is moving out from her organisational shell and sharing her ideas and core competences to other organisations, possibly even competitors. Virtue ethics focuses on the behavior the individual already has and carries that over into the workplace. Would you like to get a custom essay? 2013. Additionally, the approach does not focus on only work behaviors. Virtue ethics is a unique approach because it does not focus solely on business behavior, but rather on the person individually and how they live their lives, both in and out of the office. I often come for courses at Malta Business School, and I often send our s ... Read more >>, I am Vicky Camenzuli, I decided to attend this course in time management because it was spread on five days and it goes in a lot of detail. Reidenbach: 1987, ‘Social Responsibility, Ethics, and Marketing Strategy: Closing the Gap between Concept and Application’, Journal of Marketing 51, 44-58. Sara is not friends with Cate, but respects her work and is worried for Cate’s situation. Let’s look at another example. Urmson, J.O. This basis of philosophy became known as modern virtue ethics. Gary has been helping in setting up the meeting and has been given a work credit card to purchase all the gifts at his discretion. Find out more about sending to your Kindle. – History & Civil War Facts, What Is Ethics of Care? Mazutis, Daina Then enter the ‘name’ part of your Kindle email address below. The Body Shop Brand positioning is a clear reflection of Anna Roddick’s values and drive towards economic and environmental sustainable business. Cate has been working for Company ABC for eight years now. Nunn, Sandra G. ), Handbook of Socialisation Theory and Research (Rand McNally, Chicago) pp. Virtue can give the organisation a strong basis for product differentiation leading to a sustainable competitive advantage that is not easily superseded by competitors. While virtues and values overlap, it is very important to make a distinction between these two concepts, as failing to do so can result in faulty ethical conclusions. Virtue theory knows its beginning to Aristotle (384BC) and unlike other normative theories it is not primarily concerned with action/behaviour but focuses primarily on virtues or the ethical character.