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Three Levels of Ethical Influences on Selling Behavior and Performance: Synergies and Tensions

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Abstract

In general, the business ethics literature has treated the conceptual domains and outcomes of macro-level (industrial), meso-level (organizational), and micro-level (individual) ethical influence separately. However, this singular treatment ignores the synergies and tensions that can arise across these different types of ethical influence. Using sales as a research context, the current study argues that all three ethical frames of references are important in shaping employee behavior and performance and, as such, should be examined simultaneously. The findings show that industrial ethical climate and salesperson moral equity are positively associated with salesperson customer orientation. In addition, industrial and organizational ethical norms have a stronger joint effect on customer orientation than either ethical climate alone. More specifically, a more ethical organizational climate enhances the positive effects of the industrial ethical climate on customer orientation. Furthermore, whereas salesperson moral equity is significantly associated with salesperson customer orientation, strong moral equity beliefs in situations requiring adaptive selling result in weaker sales outcomes. This study concludes with a set of theoretical and actionable implications, as well as a discussion of future research avenues.

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Notes

  1. PPI, also called loan repayment insurance or credit protection insurance, is a product that insures consumers’ loan repayments in the event of death, sickness, disability, loss of job, or other circumstances that might prevent consumers from earning income to service loans.

  2. We thank an anonymous reviewer for this suggestion.

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Authors and Affiliations

  1. School of Economics and Business, University of Sarajevo, Trg oslobođenja - Alija Izetbegović, Sarajevo, Bosnia and Herzegovina

    Selma Kadic-Maglajlic

  2. Department of International Marketing, Faculty of Business, Economics and Statistics, University of Vienna, Oskar-Morgenstern-Platz 1, 1090, Vienna, Austria

    Milena Micevski

  3. Warwick Business School, University of Warwick, Coventry, West Midlands, CV4 7AL, UK

    Nick Lee

  4. Leeds University Business School, University of Leeds, Leeds, LS2 9JT, UK

    Nathaniel Boso

  5. Faculty of Economics, University of Ljubljana, Kardeljeva ploščad 17, 1000, Ljubljana, Slovenia

    Irena Vida

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Kadic-Maglajlic, S., Micevski, M., Lee, N. et al. Three Levels of Ethical Influences on Selling Behavior and Performance: Synergies and Tensions. J Bus Ethics 156, 377–397 (2019). https://doi.org/10.1007/s10551-017-3588-1

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