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Are Marketers Egoists? A Typological Explication

Author

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  • Jayasankar Ramanathan

    (Indian Institute of Management Indore)

  • Biswanath Swain

    (Indian Institute of Management Indore)

Abstract

The purpose of this paper is to explicate the idea of egoism in the context of marketing. The idea of egoism is reviewed and contextualized into a framework for interpreting different marketer types. Marketers’ potential trade-offs with consumers and competitors are examined. Four types of marketers are explicated: extremely egoistic marketer, moderately egoistic marketer, moderately altruistic marketer, and extremely altruistic marketer. The framework offered in the paper is of relevance to marketers, media, and agencies rewarding marketing performance. The framework may help in assessing the ethical quotient in marketers’ preferences and behaviors. Studies recognizing the pertinence of egoism in marketing are scarce, and the typological framework discussed in the paper is a contribution to the marketing ethics literature.

Suggested Citation

  • Jayasankar Ramanathan & Biswanath Swain, 2019. "Are Marketers Egoists? A Typological Explication," Journal of Business Ethics, Springer, vol. 155(2), pages 611-621, March.
    • Handle: RePEc:kap:jbuset:v:155:y:2019:i:2:d:10.1007_s10551-017-3515-5
    DOI: 10.1007/s10551-017-3515-5
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    References listed on IDEAS

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    1. Yung‐An Hu & Day‐Yang Liu, 2003. "Altruism versus Egoism in Human Behavior of Mixed Motives," American Journal of Economics and Sociology, Wiley Blackwell, vol. 62(4), pages 677-705, October.
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    6. Medlin, Christopher J., 2006. "Self and collective interest in business relationships," Journal of Business Research, Elsevier, vol. 59(7), pages 858-865, July.
    7. Tony Lynch, 2009. "Legitimating Market Egoism: The Availability Problem," Journal of Business Ethics, Springer, vol. 84(1), pages 89-95, January.
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    Cited by:

    1. Lunardo, Renaud & Alemany Oliver, Mathieu & Shepherd, Steven, 2023. "How believing in brand conspiracies shapes relationships with brands," Journal of Business Research, Elsevier, vol. 159(C).

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