Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
37IP
Et
Marketing Ethics
Family
17. Stakeholders and Sustainability (VI · Context)
Era
Period 3: Competitive Advantage, 1980s
Block
IP · Implementation, process
Tier
Landmark
Cell card
Description
Hunt and Vitell's general theory models ethical decision making in marketing as the interaction of deontological and teleological evaluations that form ethical judgments, intentions, and behavior under cultural, industry, and organizational influences.
Managerial Implications
Ethical decisions in marketing follow from how managers perceive the situation, the alternatives they consider, and the norms and consequences they weigh. Organizations shape all three through codes, examples, and rewards. Build ethics into decision processes, such as pricing, data use, and claims, as a step rather than a review, and make it safe to raise concerns before launch, not after a complaint.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
