The alignment of ethical marketing and innovational organizational growth

Abstract

Nowadays the economic and social context is demanding very fast responses to consumer’s need, so that, organizations have to show their strengths and follow their competitors, trying even to go beyond customer’s expectations. Bearing this in mind, several organizations decide to go international, in order to correspond to market’s demands and also follow their competitors. Therefore, the initial phase of internationalization requires a very detailed forecast of markets, culture, political and cultural boundaries. Organizations have to emphasize their opportunities thru sensing and seizing efforts, in order to reconfigure and adapt very fast. As the society is constantly changing their demands, organizations should be prepared to reexamine their strategic focus, their tools and resources. Considering these constant changes, ethical questions are really at the background of all business topics, particularly when certain benefits or even business scandals take place within public or private organizations. Marketers have a very difficult path, as sometimes the goods requested by the customers have negative impact, so these managers feel divided, whether to sell, despite being unethical, or on the other hand to don’t sell and penalize their sales performance.

Following this path, this research aims to align ethical marketing to the need of innovation and organizational growth. A in depth conceptual research is performed in order to shed light on this very actual research topic, as, to the best of our knowledge, a research gap is identified in the literature related to this interlinkage. Based on the expected outcomes, further empirical studies might be performed.