By: Carol Elliott
Patrick E. Murphy, professor of marketing at the University of Notre Dame, has been recognized by the Emerald Literati Network with the 2008 Outstanding Paper Award for his article, “An Ethical Basis for Relationship Marketing: A Virtue Ethics Perspective.” The paper investigates the role of ethics and trust in companies’ building long-term marketing relationships with customers.
“It’s an honor to be selected by your peers for an article perceived to be significant in the field of marketing,” said Murphy, who also is the co-director of Notre Dame’s Institute for Ethical Business Worldwide and a fellow with the University’s Nanovic Institute for European Studies. “Especially considering the focus of the paper is ethics, a topic that doesn’t often appear in mainline marketing journals.”
The article, co-authored with Gene Laczniak of Marquette University and Graham Wood of the University of Salford’s School of Business, was published in the January 2007 edition of the European Journal of Marketing. It was selected for the “outstanding paper” award from among about 75 papers published in the journal during 2007.
Relationship marketing aims to build mutually satisfying relationships over time with customers in order to earn and retain their business. Traditionally, research took an amoral or strictly business view of the process, Murphy said.
“But if the relationship is to be a deep and strong one, it is essential that relationship marketing inherently be an ethical activity, since enduring relationships cannot be built nor maintained without a solid moral foundation,” he added.
Further, the study lays the groundwork for measuring the presence of ethical characteristics in successful partnerships, and draws implications for marketers and researchers.
The Emerald Literati Network is part of Emerald Group Publishing, a leading publisher of business and management research with 190 journals and a wide range of serials, series and books in management and related fields.
Murphy is in his 25th year as a marketing professor at Notre Dame. He has expertise in the areas of business and marketing ethics, as well as public policy issues in marketing.