Eli neh, Yohannes Wo kea e ahu; Wonda, Temesgen Abebaw; Abbay, Yalew
Alemayehu
A icle
Ma ke ing e hics in he wholesale and e ail sec o :
empi ical e idence om E hiopia (a quali a i e inqui y)
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Eli neh, Yohannes Wo kea e ahu; Wonda, Temesgen Abebaw; Abbay, Yalew
Alemayehu (2024) : Ma ke ing e hics in he wholesale and e ail sec o : empi ical e idence om
E hiopia (a quali a i e inqui y), Cogen Business & Managemen , ISSN 2331-1975, Taylo & F ancis,
Abingdon, Vol. 11, Iss. 1, pp. 1-22,
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Ma ke ing e hics in he wholesale and e ail
sec o : empi ical e idence om E hiopia (a
quali a i e inqui y)
Yohannes Wo kea e ahu Eli neh, Temesgen Abebaw Wonda & Yalew
Alemayehu Abbay
To ci e his a icle: Yohannes Wo kea e ahu Eli neh, Temesgen Abebaw Wonda & Yalew
Alemayehu Abbay (2024) Ma ke ing e hics in he wholesale and e ail sec o : empi ical
e idence om E hiopia (a quali a i e inqui y), Cogen Business & Managemen , 11:1, 2373353,
DOI: 10.1080/23311975.2024.2373353
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Ma ke ing | esea ch a icle
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2373353
Ma ke ing e hics in he wholesale and e ail sec o : empi ical
e idence om E hiopia (a quali a i e inqui y)
Yohannes Wo kea e ahu eli neha , emesgen abebaw Wondab and Yalew alemayehu abbaya
aDepa men o Managemen , addis ababa uni e si y, addis ababa, e hiopia; bManagemen Depa men , Woldia uni e si y,
Woldia, e hiopia
ABSTRACT
esea ch on he subjec o ma ke ing e hics has al eady been a neglec ed a ea. he e
is a lack o esea ch in he ield, especially om he de eloping wo ld. hus, his s udy
explo ed he ma ke ing e hics p ac ice and pe cep ions o ma ke ing p ac i ione s in
he wholesale and e ail sec o in a de eloping wo ld con ex . a quali a i e me hod
was employed in ol ing 35 in e iews (based on he concep o sa u a ion) wi h
esponden s (ma ke ing p ac i ione s) d awn om he wholesale and e ail sec o o he
coun y. o analyze he quali a i e da a and ensu e c edibili y, he au ho s applied
quali a i e da a coding and analysis echniques and guidelines p o ided by quali a i e
esea che s. he esul o his da a-d i en analysis (g ounded heo y design wi h a
na a i e p esen a ion) e ealed unne ing e hical p oblems in he s udied sec o ; such
as hoa ding, p ice ixing, exploi ing cus ome s’ weaknesses/igno ance, consume ‘look’/
appea ance-based p icing, exagge a ion in p omo ing p oduc s, selling ake p oduc s as
o iginal, bewilde ing consume s no o y p oduc s om o he s o es/ es ic ing buye s
au onomy, ain ing, and ax e asion. he s udy p o ides s ong e idence e ealing
e hical dilemmas in he s udy se ing. he indings will con ibu e o he knowledge
and unde s anding o he subjec o ma ke ing e hics (dilemmas) in a de eloping
coun y con ex , whe e he e is a dea h o such a s udy.
1. In oduc ion
academics and indus y p o essionals con inue o ecognize ma ke ing e hics as a c i ical wo ldwide con-
ce n (Fe ell & Fe ell, 2021; kennedy & kapi an, 2022). since e hical ma ke ing is a de eloping ield, ma -
ke e s need o emb ace i and push i o wa d since doing so will se e hei long- e m, enligh ened
sel -in e es (ca oll & shabana, 2010). B inkman (2002, p. 159) no ed ha ma ke ing e hics ‘examines sys-
ema ically ma ke ing and ma ke ing mo ali y, ela ed o unsa e p oduc s, decep i e p icing, decep i e
ad e ising o b ibe y, disc imina ion in dis ibu ion and exploi a ion o consume weakness’. i is no mally
desc ibed as he subse o business e hics and deals wi h no ms/p inciples behind he unc ion and eg-
ula ion o ma ke ing (Paul, 2019). hese e hical no ms could be applied o each elemen o he ma ke ing
mix-p oduc , p ice, dis ibu ion, p omo ion, o o he b oade ma ke ing dimensions (alshu ideh e al., 2016).
he co e idea is ha al hough ma ke e s deal wi h a a ie y o e hical dilemmas in he wo kplace
(Mo he sbaugh e al., 2020), ma ke ing is s ill he mos une hical business unc ion (good & schwepke , 2022;
sawad & and ews, 2022). his p e alence o une hical ma ke ing p ac ices nega i ely impac s bo h businesses
and hei s akeholde s, hese eali ies ga e ise o he ield o ma ke ing known as ma ke ing e hics, which is
cu en ly he subjec o ecen s udies in he ield (Yoo & Don hu, 2002). acco ding o laczniak and Mu phy
(2019), mode n ma ke e s will ace disg ace ul epe cussions i hey dis ega d ma ke ing e hics.
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT emesgen abebaw Wonda [email p o ec ed].e Managemen Depa men , Woldia uni e si y, Woldia, e hiopia.
addi ional a ilia ion o Yohannes Wo kea e ahu eli neh: Head o he Business Resea ch and en ep eneu ship De elopmen uni a he ins i u e
o De elopmen and Policy Resea ch, addis ababa uni e si y, addis ababa, e hiopia.
h ps://doi.o g/10.1080/23311975.2024.2373353
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 4 Janua y 2024
accep ed 23 ap il 2024
KEYWORDS
Ma ke ing e hics; e hical
p oblems; wholesale and
e ail sec o ; de eloping
coun y; e hiopia
REVIEWING EDITOR
elika ko d os ami, owan
Uni e si y oh e college
o Business, Uni ed s a es
SUBJECTS
Business, Managemen
and accoun ing;
co po a e social
esponsibili y & Business
e hics; co po a e social
esponsibili y; Business
e hics; Ma ke ing
2 Y. W. eliFneh e al.
Besides, ega ding he s a e o esea ch on ma ke ing e hics, i is s ill in i s in ancy and is inc edibly
a e in de eloping na ions (eli neh, 2017). his sugges s a egional de iciency in he body o knowledge
ega ding business and/o ma ke ing e hics, which con ibu es o ou incomple e unde s anding o he
ield on a global scale (a ms ong & sweeney, 1994; Bea den & ne emeye , 1999; Visse , 2008). o close
his gap, mo e esea ch on ma ke ing e hics om a ious indus ies and con ex s is hough o be highly
in e es ing (Bai ada e al., 2023; ka ali e al., 2001; Mölle s e al., 2022). in ligh o his dispa i y, he
s udy examined ma ke ing e hics in e hiopia’s wholesale and e ail sec o , which is widely ega ded as
one o he p oduc i e indus ies con ibu ing signi ican ly o he na ional economy (a ican De elopmen
Bank g oup epo , 2015; g P ii 2015/16–2019/2020, 2016; Wo ld Bank, 2018). i is a sec o aced wi h
se ious e hical dilemmas (agag e al., 2016; Dubinsky & le y, 1985). in addi ion, i is wo h no ing ha
despi e he g ow h and popula i y o online and mobile comme ce in wholesale and e ail sec o s and
o he indus ies o o he con ex s/coun ies (and onie e al., 2021; Faulds e al., 2018; g oß, 2015;
k izano a e al., 2019), ‘e hiopia has a cash-in ensi e economy, in which almos all ma ke ansac ions
a e conduc ed in cash. cash is a “king” in he coun y’s economy’ (gobena & kebede, 2021, p. 645).
he globaliza ion o business and he emo al o ade ba ie s ha e b ough a en ion o he signi -
icance o ma ke ing e hics. as a esul , e hics and e hical p ac ices a e now ho opics in bo h academic
and p o essional ci cles (Ja algi & ussel, 2015). howe e , despi e he g owing impo ance o he ield o
ma ke ing e hics, ill now ela i ely li le published wo k in he ma ke ing ield add esses he issue o
ma ke ing e hics e en in he global con ex (ca igan e al., 2005; kamila & Jas o ia, 2023; salikis &
F i zsche, 2013). addi ionally, acco ding o hun and Vi ell (1986), esea ch on he issue o ma ke ing
e hics has al eady been a neglec ed a ea and he e is a lack o sys ema ic esea ch in he ield o ma -
ke ing e hics. Wo se, we s ill know jus oo li le abou he p ac ice o ma ke ing e hics among ma ke ing
p ac i ione s om he leas de eloped coun ies as empi ical s udies on ma ke ing and business e hics
pa icula ly om he de eloping wo ld ha e la gely emained scan making he a ea s ill as ele an o
explo e and s udy (a ms ong & sweeney, 1994; Jamali & ka am, 2018; Jamali & Mi shak, 2007). hese
ideas subs an ia e ha he e is a dea h o empi ical s udies (empi ical gap) on ma ke ing e hics p edom-
inan ly om he de eloping wo ld. hence, in addi ion o i s empi ical con ibu ion, his s udy will also
be i al o ex end he subjec o ma ke ing e hics o uncha ed (unexplo ed) e i o ies such as he leas
de eloped pa o he wo ld. hus, his s udy, which is one o a kind in e hiopia, explo ed he ma ke ing
e hics p ac ice and pe cep ions o ma ke ing p ac i ione s in he wholesale and e ail sec o o he coun-
y based on empi ical in es iga ion. he wholesale and e ail sec o is ega ded as highly suscep ible o
e hical dilemmas. acco ding o Dubinsky and le y (1985) and sa ma (2007), his sec o is cha ac e ized
by e hical conce ns and i poses ce ain c i ical issues as ma ke ing p ac i ione s o he sec o o en ace
e hical dilemmas due o he ac ha hei en i onmen is a o able o he de elopmen o e hical
p oblems because o he di e si y o asks hey pe o m.
he e o e, by empi ically in es iga ing he ma ke ing e hics o ma ke ing p ac i ione s in his sec o ,
he s udy con ibu es o na ow empi ical and heo e ical gaps pe aining o he ield o ma ke ing e hics
om he de eloping wo ld by examining he ma ke ing e hics o ma ke ing p ac i ione s in his sec o .
owa ds his end, he cen al esea ch ques ion o his pape is – Wha a e he e hical p oblems ha
ma ke ing p ac i ione s in e hiopia’s wholesale and e ail sec o ace? i also explo ed whe he he sec o
has e hical s anda ds and codes alongside whe he he ma ke ing p ac i ione s hink ha e hical belie s
a e impo an . O he se e al se ice sec o s, he wholesale and e ail sec o is ega ded as one o he
leas s udied sec o s despi e ulne abili ies o e hical dilemmas ha ma ke ing p ac i ione s a e aced
wi h (ka ami e al., 2014; omán & cues as, 2008). hus, he ac ha he wholesale and e ail sec o is
conside ed i al o e hiopia (Wo ld Bank, 2018), bu he sec o in gene al is illed wi h e hical dilemmas
(Pandey e al., 2019; sha ma, 2015) alongside being one o he leas s udied sec o s in he con ex o
he de eloping wo ld explains he mo i a ion o his s udy.
he es o he pape is o ganized as ollows; he nex sec ion p esen s he li e a u e e iew; which
will be ollowed by he me hodology sec ion. nex , he esul s sec ion will demons a e he indings o
he s udy by p esen ing he majo e hical p oblems in he s udy con ex oge he wi h ou lining whe he
he sec o has e hical s anda ds and codes and whe he he ma ke ing p ac i ione s hink ha e hical
belie s a e impo an . Finally, he las sec ion p o ides discussions and conclusions. he s udy, in gene al,
will ha e bo h heo e ical and empi ical con ibu ions. i s heo e ical con ibu ion is byway o ex ending
cOgen BUsiness & ManageMen 3
ma ke ing e hics li e a u e o less explo ed e i o ies while empi ically i uses an o iginal/no el da ase
in i s empi ically ancho ed me hodology which in i sel could be a easu ed con ibu ion.
2. Li e a u e e iew
2.1. O e iew – ma ke ing e hics and he mo i a ion o he s udy
e hical decision-making o ma ke e s is a subjec ha is a ac ing inc easing esea ch a en ion, bo h in
esponse o public c i icism o ma ke ing ac i i ies and om a ealiza ion wi hin he discipline ha he e
a e e hical issues in ol ed in ma ke ing conduc (klein, 1999). he ame ican Ma ke ing associa ion (aMa)
emphasizes he impo ance o ma ke ing e hics in oday’s ma ke ing p ac ices. acco ding o he aMa,
ma ke ing e hics e e s o he accep ed and upheld s anda ds o beha io ha ma ke e s should adhe e
o (aMa 2020). addi ionally, alshu ideh e al. (2016) desc ibe ma ke ing e hics as a g owing conce n
wi hin he business wo ld and as a subse o business e hics. i in ol es he explo a ion o mo al dilem-
mas con on ed by ma ke ing manage s. howe e , nill and schib owsky (2007) main ained ha he high
isibili y o ma ke ing ac i i ies and manage s’ e o s o adminis e hei i ms’ ela ionships wi h i s
s akeholde s con inue o keep e hics among he mos challenging issues o ma ke ing manage s and
academics alike.
as ei e a ed ea lie , ma ke ing is an in eg al pa o business (k izano a e al., 2019). and ma ke ing
e hics is no mally conside ed as a sub-specializa ion o business e hics (B inkman, 2002). so gi en his
eali y, le alone he sub-specializa ion (ma ke ing e hics), e en he b oade ield – business e hics i sel
is one o he leas explo ed subjec s, especially, in he de eloping wo ld (Blow ield & F ynas, 2005; F ynas,
2006). O he se e al se ice sec o s, he wholesale and e ail sec o is ega ded as one o he leas s ud-
ied sec o s despi e ulne abili ies o e hical dilemmas ha ma ke ing p ac i ione s a e aced wi h (ka ami
e al., 2014; omán & cues as, 2008). hus, as s a ed in he p eceding sec ion, he wholesale and e ail
sec o is conside ed i al o e hiopia (Wo ld Bank, 2018). howe e , he sec o , in gene al, is illed wi h
e hical conund ums (Pandey e al., 2019; sha ma, 2015) alongside being one o he leas s udied sec o s
in he con ex o he de eloping wo ld explains he mo i a ion o his s udy.
2.2. Dimensions o ma ke ing e hics
ea ly empi ical s udies dealing wi h ma ke ing e hics su e ed om a lack o heo e ical ounda ions due
o i s con empo a y na u e (Mu phy, 2002). Bu la ely, e hical codes o conduc issued by he ame ican
Ma ke ing associa ion (aMa) oge he wi h he subsequen e o om o he schola s in he ield (e.g.
Vi ell e al., 1993) con ibu ed o he de elopmen o a ma ke ing e hics amewo k o assess he ma -
ke ing e hics o ma ke ing manage s and salespeople. he aMa iden i ied b oad dimensions o ma ke -
ing e hics o no ms as hones y, esponsibili y, ai ness, espec , anspa ency, and ci izenship/co po a e
social esponsibili y (aMa, s a emen o e hics, n.d.). none heless, Vi ell, allapalli, and singhapakdi in o-
duced a comp ehensi e and well-championed amewo k o examine he ma ke ing e hics (mo al s an-
da ds) o ma ke ing p ac i ione s (see Vi ell e al., 1993; Yoo & Don hu, 2002). his amewo k, which is
also known as he ma ke ing e hics assessmen ool, has i e dimensions/ma ke ing no ms – (1) p ice
and dis ibu ion no ms, (2) in o ma ion and con ac no ms, (3) p oduc and p omo ion no ms, (4) obli-
ga ion and disclosu e no ms, and (5) gene al hones y and in eg i y no ms.
among o he s, he p ice and dis ibu ion no ms en ail ha all ex a-cos added ea u es should be
iden i ied; and i opposes manipula ion o he a ailabili y o p oduc s, use o coe cion, p ice ixing, and
p eda o y p icing (see, allapalli e al., 2000; Vi ell e al., 1993). in o he wo ds, p ice and dis ibu ion
no ms dic a e he p inciples o ai p icing and equi able dis ibu ion s a egies, emphasizing anspa -
ency and non-disc imina ion o main ain consume us and sa is ac ion (na eed & Mu aza, 2023;
amaiah & singh, 2023).
in o ma ion and con ac no ms en ail isk associa ed wi h he use o he p oduc should be disclosed;
ou side clien s and supplie s should be ea ed ai ly; and he p ac ice and p omo ion o a p o essional
code o e hics mus be ac i ely suppo ed (Vi ell e al., 1993; Wa ne , 2008; Yoo & Don hu, 2002). he
no ion is ha ma ke e s mus uphold in o ma ion and con ac no ms, ensu ing he accu acy,
4 Y. W. eliFneh e al.
comple eness, and anspa ency o in o ma ion p o ided o consume s, as well as he ai ness and
en o ceabili y o con ac ual ag eemen s (Ma ca ajo, 2023; s ae mans, 2021; Widijowa i, 2023).
P oduc and p omo ion no ms emphasize p oduc sa e y; and p omo e a oiding decep i e communi-
ca ion abou p oduc s, misleading ad e ising and sales p omo ions, and misleading sales ac ics/manip-
ula ions (klein, 1999; ndubisi e al., 2014; Vi ell e al., 1993). hus, p oduc and p omo ion no ms
emphasize he e hical ma ke ing o p oduc s and se ices, ad oca ing agains decep i e ad e ising p ac-
ices and p io i izing consume well-being o e p o i (chukwuma & ngwoke, 2022; geo gescu &
Bodisla , 2024).
in addi ion, ma ke e s a e bound by b oade obliga ions and expec a ions ega ding disclosu e and
in eg i y (kandpal e al., 2024). Obliga ion and disclosu e no ms unde sco e ma ke e s’ esponsibili ies
owa ds socie y and s akeholde s, emphasizing co po a e social esponsibili y and anspa en communi-
ca ion o isks and a ilia ions (laczniak & shul z, 2021; laczniak & Mu phy, 2019).
Fu he mo e, gene al hones y and in eg i y no ms se e as he ounda ion o e hical ma ke ing con-
duc , highligh ing he signi icance o us , c edibili y, and e hical i ues such as hones y, ai ness, and
in eg i y (Bayo & ed-Well, 2021; cheung & o, 2021). adhe ing o hese no ms and upholding ma ke ing
e hics no only os e s us among consume s and sa is ac ion among s akeholde s bu also plays a
c ucial ole in p omo ing sus ainable business p ac ices and ensu ing long- e m success in he ma ke -
place (na eed & Mu aza, 2023; shahzad e al., 2023).
in o he wo ds, he c ux o ma ke ing e hics is ha necessa y mo al s anda ds need o be applied o
ma ke ing/business decisions, and ma ke e s/businesses ha e mo e han an economic esponsibili y, as
hey ha e a wide esponsibili y o impac s on socie y and he en i onmen (ho, 2013; laczniak &
Mu phy, 2019; sjå jell, 2011). in iew o his, his s udy explo ed he ma ke ing e hics p ac ice and pe -
cep ions o ma ke ing p ac i ione s in he wholesale and e ail sec o o he coun y based on empi ical
in es iga ion. apa om being one o he con o e sial sec o s in e ms o e hical issues, he wholesale
and e ail sec o is one o he c ucial se ice sec o s in e hiopia o mode nize and de elop (g P ii
2015/16–2019/2020, 2016). hus, as indica ed in he p eceding sec ions, he objec i e o he s udy is o
examine he ma ke ing e hics o ma ke ing p ac i ione s in he wholesale and e ail sec o o he coun-
y. his will u he help close he empi ical and heo e ical gaps ela ed o ma ke ing e hics om unde -
de eloped egions o he wo ld. Besides, as ma ke ing e hics is changing as he wo ld o ma ke ing
p ac ice changes (Fe ell & Fe ell, 2021), i is always in iguing o explo e and moni o eme ging issues
and de elopmen s ela ed o ma ke ing e hics and o he suscep ible ields om di e en con ex s
(ho izon 2020, 2020, 2016).
Mo e so, he e is a bu geoning in e es in ma ke ing/business e hics in de eloping coun ies (Jamali
& ka am, 2018; schlegelmilch & Öbe sede , 2010). howe e , hus a he e has no been su icien and
subs an ial sys ema ic esea ch abou i om he de eloping wo ld (hun & Vi ell; 1986; U ing, 2003), i.e.
hough he ield o ma ke ing/business e hics es ablishes i sel mo e globally, he ques ion s ill a ises as
o i s na u e and conce ns in he de eloping wo ld (nguyen e al., 2018). Mos in es iga ed coun ies in
in e na ional ma ke ing/business e hics ha e been in high economically de eloped coun ies; as a esul ,
he e has been much less ma ke ing e hics esea ch in he unde de eloped wo ld (al-kha ib e al., 2005;
eg i & als on, 2008; singhapakdi e al., 1999). hus, his esea ch in es iga ed he ma ke ing e hics o
ma ke ing p ac i ione s in he wholesale and e ail sec o o e hiopia. he indings o his esea ch will
con ibu e o he knowledge and unde s anding o he subjec o ma ke ing e hics in a de eloping
coun y con ex , whe e he e is a dea h o such a s udy (Bi d, 2009; Bu naz e al., 2009).
hus, his s udy will ha e a con ibu ion o bo h heo y and p ac ice. i s heo e ical con ibu ion will
be ex ending s udies on ma ke ing e hics o less cha ed e i o ies. no much is known abou his sub-
jec om his pa o he wo ld (Blow ield & F ynas, 2005; Jamali & ka am, 2018; nguyen e al., 2018).
Mo eo e , due o he e hical dilemmas ha ma ke ing p o essionals in he sec o a e aced wi h, he
wholesale and e ail sec o is ega ded as one o he con o e sial indus ies (By d e al., 2016; akala &
Uusi alo, 1995; Whysall, 2000). Besides, his s udy will be an inpu o in o m policy make s and conce ned
s akeholde s in he s udy se ing, whe e, a p esen , he e is no obus guideline o e hical ma ke ing
p ac ices. his is pa icula ly impe a i e gi en he no ion ha he s e n supposi ion o olun a ism as he
sine qua non o e hical ma ke ing p ac ice has diminished and he impo ance o induc ing a pe inen
policy by go e nmen s is becoming impe a i e (knudsen e al., 2015; McBa ne , 2007; Vogel, 2006).
cOgen BUsiness & ManageMen 5
2.3. Ma ke ing e hical p oblems
Ma ke ing e hical p oblems e e o dilemmas aced by businesses o ma ke e s when hei ac ions o
s a egies aise mo al conce ns, o en in ol ing con lic s be ween maximizing p o i s and adhe ing o
e hical p inciples (Dyck & Manchanda, 2021; Fe ell & Fe ell, 2021). Ma ke ing e hical p oblems exhibi
signi ican a ia ion ac oss di e en con ex s and sec o s, e lec ing he di e se cul u al, economic, and
egula o y landscapes in which businesses ope a e (Böhm e al., 2022; u suno a & Qizi, 2023). Fo exam-
ple, in de eloped economies wi h obus consume p o ec ion laws, e hical issues such as decep i e
ad e ising o misleading p oduc claims may be mo e p e alen ( icha dson-g een ield & la Fe le, 2021;
Yıldı ım e al., 2021). con e sely, in eme ging ma ke s whe e egula o y o e sigh is less s ingen , chal-
lenges ela ed o b ibe y, co up ion, and compliance wi h in e na ional s anda ds may ake p ecedence
(anand e al., 2023). Mo eo e , he na u e o he indus y i sel can in luence he e hical dilemmas aced
by businesses (ciupka, 2023). Fo ins ance, sec o s like heal hca e and pha maceu icals g apple wi h
issues such as pa ien p i acy, da a secu i y, and access o a o dable ea men s (hall e al., 2024), while
indus ies like echnology and social media con on conce ns ela ed o use p i acy, da a misuse, and
algo i hmic bias (nasim e al., 2022). in he wholesale and e ail sec o s, speci ic conce ns a ise, including
p icing anspa ency, ai compe i ion, and supply chain e hics (chen e al., 2022). hese sec o s ace
p essu es ela ed o ai ea men o supplie s, p ope labeling o p oduc s, and ensu ing consume us
h ough u h ul ma ke ing p ac ices (liu, 2022). While some p e ious s udies ha e del ed in o ma ke ing
e hics, he p ima y issues hey ha e unea hed may no pe ec ly esona e wi h ou e hiopian con ex ,
especially wi hin he wholesale and e ail sec o . he ollowing sec ion p o ides a de ailed empi ical
e iew o ma ke ing e hics.
2.4. Empi ical e iews
his sec ion demons a es empi ical e iews on ma ke ing e hics by e e ing o empi ical indings om
p e ious s udies. acco dingly, and ews e al. (2022) conduc ed ex ensi e esea ch, iden i ying decep i e
ad e ising, p icing s a egies, and p oduc sa e y as p ima y conce ns wi hin he ma ke ing domain.
simila ly, De Oli ei a e al. (2023) and lin (2023) emphasized he pi o al ole o en i onmen al sus ain-
abili y and social esponsibili y in shaping e hical decision-making p ocesses o businesses. expanding
on hese indings, P iyanka e al. (2024), aji e al. (2024), and s ycha z and segijn (2024) highligh ed
eme ging challenges in he digi al e a, including p i acy conce ns, da a secu i y b eaches, and he e hical
implica ions o consume manipula ion in online ma ke ing p ac ices. Mo eo e , esea ch by Ma in e al.
(2024) shed ligh on he e hical dilemmas su ounding co po a e social esponsibili y (cs ) ini ia i es,
emphasizing he impo ance o genuine commi men e sus me e g een washing ac ics. addi ionally,
s udies by chong and Pa wa (2023) and shabbi e al. (2019) del ed in o he e hical dimensions o
ad e ising and sales p ac ices, emphasizing he e hical esponsibili ies o ma ke e s in main aining ans-
pa ency and in eg i y in hei communica ions wi h consume s.
explo ing he ealm o ma ke ing e hics e eals a apes y o common e hical dilemmas iden i ied by
esea che s ac oss he globe. hoa ding eme ges as a p e alen issue, spo ligh ed by schola s like anaza
and nowlin (2017), hansman e al. (2020), li e al. (2023), and sheu and kuo (2020), each un eiling i s
nuances in a ious coun ies. he p oblem o p ice ixa ion also looms la ge, wi h s udies by B ande and
oss (2006), cla k and houde (2013), Jones (2010), and kim e al. (2023) shedding ligh on i s exis ence
ac oss di e en con ex s. Del ing deepe , engaging in con aband ac i i ies like smuggling su aces as
ano he e hical quagmi e, as e idenced by Fougè e (2000), kleemans (2007), Michalkó e al. (2022), and
schneide (2000). ax e asion, a pe sis en conce n, has ga ne ed a en ion om esea che s such as
ahmed (2012), Fedo o and ne zo o a (2020), k is ian o e al. (2021), and Mocanu e al. (2021).
exagge a ed p omo ion eme ges as a con en ious issue, acco ding o indings by ailawadi (2001), Beck
(2014), ekinci e al. (2024), and hi sch e al. (2021), un eiling i s e hical implica ions in di e se se ings.
addi ionally, e hical dilemmas like hose iden i ied by akomea-F impong and andoh (2020), icha d
(2023), Yi e al. (2022), and Zhou e al. (2022) unde sco e he complexi y o e hical decision-making in
ma ke ing. he une hical p ac ice o selling expi ed p oduc s, as highligh ed by akkas e al. (2018), akkaş
and sahoo (2020), and a e al. (2020), esona es as a common e hical quanda y. Finally, ain ing eme ges
6 Y. W. eliFneh e al.
as a widesp ead dilemma, as indica ed by esea ch om collins (1993), Maloni and B own (2006), an
e al. (2018), humala e al. (2011), and Xiu and klein (2010).
Despi e he ex ensi e global esea ch on ma ke ing e hical p oblems, only a hand ul o s udies in
de eloping coun ies ha e del ed deeply in o his complex e ain. no ably, abiodun and Oyeniyi (2011)
and Ononogbo e al. (2016) conduc ed g oundb eaking in es iga ions in nige ia, unco e ing a mul i ude
o e hical dilemmas and une hical p ac ices. abiodun and Oyeniyi (2011) iden i ied a ange o e hical
challenges including p ice ixing, immo ali y, o ced labo , disc imina ion in employmen , economic espi-
onage, pi acy and coun e ei ing, and co up ion and b ibe y. On he o he hand, Ononogbo e al. (2016)
shed ligh on p e alen une hical p ac ices such as padding expense accoun s, seeking eimbu semen
o ques ionable o non-exis en business expenses, aking business p ope y o ma e ials o pe sonal
use, solici ing o o e ing kickbacks, and engaging in p ice ixing.
in conclusion, i is e iden ha he e is a no able lack o esea ch, pa icula ly in de eloping coun ies,
whe e he wholesale and e ail sec o is o en neglec ed. While ex ensi e esea ch on ma ke ing e hics
has been conduc ed in de eloped o weal hy na ions, he e emains a sca ci y o s udies in de eloping
coun ies (al halbusi e al., 2022). Mo eo e , he emphasis in esea ch conduc ed in de eloped coun ies
o en lies on a ious sec o s, neglec ing he nuanced challenges aced by speci ic indus ies such as
wholesale and e ail (sha ma & sha ma, 2014). By del ing deepe in o he e hical in icacies o he
wholesale and e ail sec o in e hiopia, ou s udy aims o ill his gap, p o iding in aluable insigh s in o
he unique e hical challenges aced by businesses ope a ing in his domain.
2.5. Ma ke ing code o conduc /s anda d
e hical codes o conduc consis o p inciples and guidelines egula ing indi idual and o ganiza ional
conduc (kelly e al., 2021; nguyen & c ossan, 2022; Ugoani, 2023). hey se e as mo al guides, gua an-
eeing e hical beha io and decision-making in a ious con ex s, ensu ing compliance wi h legal equi e-
men s, and upholding mo al s anda ds (Fa emi e al., 2020; lópez Jiménez e al., 2021; Zhang & Fukami,
2024). howe e , e hical codes o conduc exhibi a iances ac oss sec o s and coun ies, e lec ing unique
cul u al, economic, and egula o y landscapes (adeleye e al., 2020; Böhm e al., 2022). hese disc epan-
cies a e e iden in he di e se p io i ies and expec a ions o s akeholde s wi hin di e en indus ies and
egions (emeka-Okoli e al., 2024). Mo eo e , e hical s anda ds upheld in one coun y may no ully align
wi h hose in ano he due o a ia ions in cul u al no ms and legal sys ems (e maso a, 2021). in de el-
oping coun ies, lacking explici ma ke p o ocols and acing socio-economic challenges, e hical ame-
wo ks o en ope a e wi hin in o mal s uc u es shaped by communal alues, us -based ela ionships,
and adi ional p ac ices (singhania & saini, 2023). in hese con ex s, e hical conduc is o en in luenced
by in o mal codes embedded in socie al no ms a he han o malized egula ions (Mckinney e al., 2010).
3. Me hodology
3.1. Me hods
a quali a i e me hod is u ilized in his s udy based on in e iew da a (see appendix o in e iew guide).
his app oach wa an s explo ing con empo a y issues such as ma ke ing e hics, which is a ecen phe-
nomenon in he s udy con ex (eli neh, 2020; Yin, 2003). Besides, in addi ion o he con empo a y na u e
o he s udy, a quali a i e inqui y in ma ke ing esea ch is becoming popula (gummesson, 2005). as
no ed ea lie , he majo p emise o his quali a i e s udy is ha business/ma ke ing e hics p ac ices and
dilemmas migh a y om con ex o con ex , and s udies on he subjec in he de eloping wo ld a e
in e es ing because he e hical dilemmas in de eloping coun ies could be di e en om ha in he
de eloped wo ld (eli neh, 2020; Jamali & ka am, 2018). in iew o his, employing g ounded heo y
design was ound o be app op ia e o a oid impo ing p econcei ed ideas and imposing hem on his
s udy (cha maz, 2006). acco dingly, g ounded heo y also in ol es delaying li e a u e e iew, and ‘ he
easoning behind his abs inence om exis ing li e a u e, essen ially ela ed o he desi e o allow ca e-
go ies o eme ge na u ally om he empi ical da a du ing analysis, uninhibi ed by ex an heo e ical
amewo ks and associa ed hypo heses’ (Dunne, 2011, p. 114). hen, he e iew o li e a u e ollows he
cOgen BUsiness & ManageMen 7
eme gen -g ounded heo y; and doing so is impo an no only o academic hones y bu in o de o
demons a e how he s udy builds on and con ibu es o ex an knowledge wi hin he ield (Dunne,
2011; s e n, 2007).
he quali a i e ins umen u ilized was in e iews wi h ew di ec in e iew ques ions, ha a e mos ly
expec ed o ocus on explo ing e hical p oblems aced by ma ke ing p ac i ione s, he s a us o e hical
s anda ds in hei espec i e sec o s and/o o he sec o s ha hey a e amilia wi h, and he a ailabili y
o e hical codes o conduc in hei espec i e o ganiza ions (see ka ali e al., 2001; sa ma, 2007). Mo e
speci ically, ka ali e al. (2001, p. 92) asse ed ha ‘se e al au ho s conduc ing quali a i e esea ch on
ma ke ing e hics ha e based hei in e iews on one o i e opics’. o cou se, his was u he accompa-
nied by ce ain p obes. acco dingly, he in e iew schedule (appendix) is adop ed om he commonly
asked ques ions in quali a i e s udies explo ing ma ke ing e hics om o he p ominen esea che s in
he ield (e.g. ka ali e al., 2001; sa ma, 2007). as s a ed by he de elope s, o mi iga e bias in esponse
o he in e iew guide, (i.e. enhance alidi y), he ques ions in he in e iew guide a e s a ed in a way
o ‘desensi ize’ he issue because o he ob ious sensi i i y o he subjec o e hics i sel . his desensi i-
za ion is e y likely o con ince ma ke ing p ac i ione s ha he aim o his s udy is no o isola e ma -
ke ing and c i icize i as une hical.
3.2. Pa icipan s
he pa icipan s in his s udy we e ma ke ing p ac i ione s (ma ke ing manage s, salespeople/ e ail pe -
sonnel, and e ail/wholesale owne -manage s) om he e ail and wholesale sec o in addis ababa. 35
in e iews we e conduc ed wi h esponden s d awn om pha macies and d ug s o es, con enience s o es/
shops and supe ma ke s, building ma e ials s o es, gas s a ions, hai salons, cosme ics shops, mobile
phone and accesso ies cen e s, ca spa e pa s o es, ga men and shoe s o es, and elec onics shops. such
e ail and wholesale es ablishmen s ha e always been conside ed as he backbone o any coun y’s econ-
omy (a o a, 2015). and appa en ly, he size o esponden s o quali a i e s udy depended on ‘ he concep
o ‘sa u a ion’, which is he poin a which no new in o ma ion is obse ed in he da a (gues e al., 2006,
p. 1). Willingness o pa icipa e in he s udy and some knowledge o he subjec o he s udy we e he
main c i e ia o iden i y he pa icipan s/in e iewees. agains his c i e ia, i was managed o conduc 35
in e iews wi h esponden s wi h a simila age ange, 35–45; and 32 esponden s we e men and 3 we e
women. he da a showed no majo di e ence in esul s when examined in e ms o age and gende
dimensions. Besides, e hical app o al om he ins i u ional e iew Boa d commi ee o he college o
Business and economics o addis ababa Uni e si y was ob ained o he s udy. addi ionally, e bal con-
sen was ob ained om all pa icipan s a e in o ming hem ha hei esponses would solely be used
o academic esea ch and ha hei pe sonal in o ma ion would emain con iden ial.
3.3. Analysis app oach
Mos esea ches in he ield o ma ke ing e hics apply a desc ip i e app oach (Fukukawa, 2003; Ja algi &
ussel, 2015). as such, he quali a i e analysis applied induc i e, da a-d i en na a i e p esen a ions o he
hemes ha eme ged om he da a. his da a-d i en ( hemes g ounded in he da a) analysis is unde -
s ood as an app oach o de ec ing, analyzing, and epo ing pa e ns ( hemes) wi hin da a (B aun &
cla ke, 2006). i in ol es analy ic p ac ices, such as so ing and si ing h ough he da a se o ind com-
pa able wo ds and/o links, which has been desc ibed as a p ac ice sha ed by o he quali a i e esea ch
app oaches (Miles & hube man, 1994). hen, he hemes a e p esen ed in a na a i e o m – a na a i e
p esen a ion o esul s, which is o en desc ibed as a ich and di e se en e p ise as se e al ypologies o
na a i e analysis exis (geo gakopoulou, 2006; iessman, 2005). his is also in line wi h B aun and cla ke
(2006) iew poin ha na a i e analysis can also be applied in e e y quali a i e design s udy, in which
na a i es a e g ouped in o a simila hema ic ca ego y based on he da a-d i en esul s, which will e en-
ually con ibu e o demons a ing empi ical indings o con empo a y issues (e.g. Ma ke ing e hics dilem-
mas) in di e se con ex s such as om a de eloping coun y con ex and heo y de elopmen .
he da a we e coded manually. coding da a manually by w i ing no es on he in e iew ex s being ana-
lyzed is a common app oach in quali a i e s udies (B aun & cla ke, 2006; saldaña, 2013). such manual coding
14 Y. W. eliFneh e al.
6. Conclusions
as discussed in he p eceding sec ions, his s udy examined and exhibi ed ma ke ing e hics dilemmas in
he wholesale and e ail sec o in a de eloping coun y con ex . as s a ed in he p eceding sec ion, all
oge he , he s udy un eiled ele en e hical dilemmas; om which wo a e eme ging (in en ionally bewil-
de ing consume s and he o he is consume ‘look’ o appea ance based p icing). and he es nine a e
simila o p io i hemes (hoa ding; p ice ixing; engaging in con aband ac i i ies/smuggling; ax e asion;
exploi ing cus ome s weaknesses/igno ance; exagge a ed p omo ion; selling ake p oduc s as o iginal;
selling expi ed p oduc s; and ain ing). apa om exhibi ing his e idence, his s udy also has heo e ical
and empi ical con ibu ions as well as manage ial implica ions.
6.1. Theo e ical and empi ical con ibu ion
he s udy has heo e ical and empi ical/con ex ual con ibu ions. heo e ically, he s udy in oduces wo
pe spec i es as ma ke e hical dilemmas – bewilde ing consume s ( apping); and consume ‘look’ o
appea ance based p icing. hese e hical dilemmas a e di e en om e hical dilemmas discussed in p e-
ious li e a u e. Besides, i s empi ical con ibu ion is ha i p o ided empi ical e idence pe aining o
ma ke ing e hics om less cha ed e i o ies; and his helps o ex end he subjec o ma ke ing e hics
o less cha ed e i o ies. hence, his empi ical s udy could be a con ibu ion o ill he knowledge gap
on ma ke ing e hics om his pa o he globe.
6.2. Manage ial and p ac ical implica ions
he indings o his s udy p o ide use ul inpu s o manage s/p ac i ione s, policymake s, and o he el-
e an s akeholde s ega ding he na u e, s a us, and ypes o ma ke ing e hics (dilemmas) in he s udy
se ing. he indings o his s udy p o ide use ul insigh o ma ke ing manage s and p ac i ione s o he
sec o o e- hink he way hey do business, as he iden i ied e hical p oblems a e dis essing. Besides,
policy make s will ake up use ul inpu s om his s udy o design ce ain emedies o ed ess he ala m-
ing e hical issues in he s udied sec o . all old, a conce ed e o is needed om a ious s akeholde s
o enhance awa eness abou e hical ma ke ing and/o decision-making in he s udy’s con ex .
6.3. Limi a ions o he s udy and u u e esea ch pe spec i es
like any esea ch endea o , his s udy has limi a ions ha can se e as oppo uni ies o u he in es i-
ga ion. Fi s ly, i is impo an o no e ha wholesaling and e ailing in ol e mul iple s akeholde s beyond
ma ke ing p ac i ione s and s o e owne s, including cus ome s, employees, go e nmen , local communi-
ies, and supplie s, among o he s. he e o e, u u e s udies may bene i om inco po a ing he pe spec-
i es o all ele an s akeholde s. Fu he mo e, o de elop a comp ehensi e amewo k ha illus a es
e hical issues on a na ional scale, i would be aluable o u u e esea ch o explo e e hical conce ns in
a ious sec o s ac oss he coun y.
Consen o pa icipa e
Ve bal in o med consen o pa icipa ion in he s udy has been ob ained. Due ca e was aken o a oid plagia ism
o e hical easons. he esponden ’s in o ma ion was handled con iden ially.
Consen o publica ion
he au ho s ans e he copy igh o his a icle o he jou nal o p ocess i on behal o he au ho .
Au ho s’ con ibu ions
‘Yae’, in ol ed in he concep ion and design, and, analysis and in e p e a ion o he da a, ‘ aW’, is in ol ed in he
d a ing and e ision, and edi ing, da a analysis and inal e ision, ‘Yaa’, is in ol ed in analysis, e iewing and inal
cOgen BUsiness & ManageMen 15
c oss-checking. he au ho s ag ee o be accoun able o all aspec s o he wo k in ensu ing ha ques ions ela ed
o he accu acy o in eg i y o any pa o he wo k a e app op ia ely in es iga ed and esol ed.
Disclosu e o in e es
he au ho s decla e ha he e a e no ele an inancial o non- inancial compe ing in e es s o epo .
Abou he au ho s
Yohannes Wo kea e ahu Eli neh (PhD) is cu en ly an associa e p o esso o Managemen in he Depa men o
Managemen a addis ababa Uni e si y. he is also he head o he Business esea ch and en ep eneu ship
De elopmen Uni a he ins i u e o De elopmen and Policy esea ch, addis ababa Uni e si y. Yohannes eaches
cou ses and supe ises he esea ch wo ks o s uden s in pos g adua e p og ams. his esea ch a eas include ma ke -
ing e hics, co po a e social esponsibili y, and co po a e go e nance.
Temesgen Abebaw Wonda is a senio lec u e in he Depa men o Managemen a he college o Business and economics,
Woldia Uni e si y, e hiopia. as a dedica ed esea che and educa o , he lec u es on a ious managemen cou ses and
supe ises he esea ch wo k o unde g adua e and pos g adua e s uden s. his esea ch in e es s span human esou ce
managemen , s a egic managemen , o ganiza ional beha io , c ea i i y and inno a ion, echnology managemen , en e-
p eneu ship, leade ship, gene al business managemen , ma ke ing e hics, and co po a e social esponsibili y.
Yalew Alemayehu Abbay is a senio lec u e in he Depa men o Managemen a addis ababa Uni e si y, whe e
he eaches a a ie y o managemen cou ses and se es as he Unde g adua e P og am coo dina o . his esea ch
in e es s encompass employee p oduc i i y, agile leade ship, en ep eneu ship and inno a ion, o ganiza ional excel-
lence, ma ke compe i i eness, o ganiza ional de elopmen , s a egic managemen , and change managemen .
ORCID
Yohannes Wo kea e ahu eli neh h p://o cid.o g/0000-0001-8759-0450
emesgen abebaw Wonda h p://o cid.o g/0000-0002-9878-9120
Yalew alemayehu abbay h p://o cid.o g/0009-0009-3250-6114
Da a a ailabili y s a emen
he au ho s ag ee o make da a and ma e ials suppo ing he esul s o analyses p esen ed in hei pape a ailable
upon easonable eques .
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Appendix. In e iew guide
1. in all p o essions (e.g. law, medicine, educa ion, accoun ing, ma ke ing, e c.), manage s a e exposed o a leas some
si ua ions ha pose a mo al o e hical p oblem. Would you please desc ibe he mos di icul e hical o mo al
p oblems ha come up in he e e yday wo k o ma ke ing p o essionals in hei capaci y as business people?
2. Do you hink e hical belie s a di e en le els a e impo an ? and why o why no ?
3. Wha c i e ia do you use o making he igh decisions?
4. Do you ha e o mula ed codes? s anda dized e hical p ac ices?
5. Wha con ol me hods a e used o make (e hical) decisions wi hin he o ganiza ion? (adop ed om ka ali e al.,
2001; sa ma, 2007)
