Character and virtue ethics in international marketing: An agenda for managers, researchers and educators

This article examines the applicability of character and virtue ethics to i nternational marketing. The historical background of this field, dimensions of virtue ethics and its relationship to other ethical theories are explai ned. Five core virtues - integrity fairness, trust, respect and empathy - a re suggested as especially relevant for marketing in a multicultural and mu ltinational context. Implications are drawn for marketing scholars, practit ioners and educators.