Virtue ethics and customer relationship management: towards a more holistic approach for the development of best practice

Bull, C; Adam, A

Abstract

This paper focuses much-needed attention on the ethical nature of customer relationship management (CRM) strategies in organisations. The research uses an in-depth case study to reflect on the design, implementation and use of ‘best practice’ associated with CRM. We argue that conventional CRM philosophy is based on a fairly narrow construct that fails to consider ethical issues appropriately. We highlight why ethical considerations are important when organisations use CRM and how a more holistic approach incorporating some of Alasdair MacIntyre's ideas on virtue ethics could be relevant.

Citation

Bull, C., & Adam, A. (2011). Virtue ethics and customer relationship management: towards a more holistic approach for the development of best practice. Business Ethics: A European Review, 20(2), 121-130. https://doi.org/10.1111/j.1467-8608.2011.01613.x

• Journal Article Type: Article
• Publication Date: Apr 1, 2011
• Deposit Date: Nov 8, 2011
• Journal: Business Ethics: A European Review
• Print ISSN: 0962-8770
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 20
• Issue: 2
• Pages: 121-130
• DOI: https://doi.org/10.1111/j.1467-8608.2011.01613.x
• Publisher URL: http://dx.doi.org/10.1111/j.1467-8608.2011.01613.x