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Journal of the Academy of Marketing Science

Erschienen in:

01.08.2011

Institutional pressures and marketing ethics initiatives: the focal role of organizational identity

verfasst von: Kelly D. Martin, Jean L. Johnson, Joseph J. French

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 4/2011

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Abstract

Institutional theory implies that normative societal expectations create pressures for organizations to respond acceptably to important institutional constituents. Although the role of the institutional environment on marketing has been studied, the organizational mechanisms by which firms respond to societal pressures remain under-investigated. We suggest that an important determining factor involves organizational identity, which drives firm response to societal norms and facilitates its quest for legitimacy. Accordingly, this study contributes to organizational theory in marketing by casting identity as the focal mechanism in the firm’s response to the institutional environment. Marketing ethics and CSR issues frame this research given natural synergies with institutional and organizational identity theories and evidence that increasingly, firms must respond to societal expectations involving ethics in their marketing practices. Using game theoretical models and economic experiments, we find that the influence of the institutional environment emerges through firm identity, affecting resource allocation to ethical product augmentation.

Vorheriger Artikel The impact of product market strategy-organizational culture fit on business performance

Nächster Artikel Exploring CRM effectiveness: an institutional theory perspective

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The assumption of zero costs of production is a simplifying assumption, which does not influence the major implications of our model.

The profit function can be modified to include production costs, but the implications of our model are unchanged. Therefore, for ease of explanation these costs are assumed to be zero.

We have assumed throughout the paper that marginal costs are zero, hence the price equal to zero is equivalent to setting price equal to marginal costs. A formal proof of this claim is available upon request.

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Titel: Institutional pressures and marketing ethics initiatives: the focal role of organizational identity
verfasst von: Kelly D. Martin
Jean L. Johnson
Joseph J. French
Publikationsdatum: 01.08.2011
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 4/2011
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-010-0246-x

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