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Competitive Edge Building in Business: An Approach Through Ethical Marketing Practices

Competitive Edge Building in Business: An Approach Through Ethical Marketing Practices

Charul Chaturvedi (SAGE University, Bhopal, India) and Debesh Mishra (KIIT University (Deemed), Bhubaneswar, India)
Copyright: © 2024 |Pages: 14
DOI: 10.4018/979-8-3693-2045-7.ch010
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Abstract

In today's competitive era, organisations adopt several practices to gain a competitive advantage. But the question that arises is: Are these practices based on the morals and values of our organisation? Thus, ethical practices are the solution to it. So, it becomes the moral responsibility of managers or the top management to adopt such practices, and therefore, companies must make social responsibility an integral component of every marketing decision. This chapter highlights the importance of using ethical marketing practices to gain a competitive edge over rivals. The chapter also highlights about importance of the responsible behaviour of producers towards society.
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Purpose And Objective

The purpose of this study is to underline and understand the reasons for using ethical practices adopted by an organization to gain a competitive edge other rival. The objective of this study lies in the significance of using ethical marketing practices. Following points can easily be understood as the objectives of this study:

  • 1.

    To search reasons for an organization to adopt ethical practices

  • 2.

    To find the recent trend in organizations for using these practices

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Methodolgy

To understand the objectives of this study, the data collection is done based on secondary data available from Journals, Articles, Newspapers, Books, and other material available with the related topic. Since, many researchers have been done on this topic there is abundant amount of literature available. So, with the help of that, importance, and benefits of using ethical practices is highlighted. The paper also tries to list down suggestions to managers for using such practices.

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