The role of ethics in business-to-business marketing: An exploratory review and research agenda

Amitabh Anand, Melanie Bowen*, April Spivack, Saeedeh Rezaee Vessal, Deva Rangarajan

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

3 Citations (Scopus)


Despite the prominence of ethics in mainstream marketing literature, its position in business-to-business (B2B) marketing continues to be underrepresented. In this article, we conduct a systematic literature review to investigate the role of ethics in business-to-business (B2B) marketing. First, we evaluate how ethics-related topics have evolved in the B2B marketing literature, primarily focusing on how the different marketing journals have addressed this topic and also considering the geographical representation of ethics-based research. We achieve this by using established best practice review methodologies. Our review revealed that research on ethics in B2B marketing could be distilled into five broad themes: ethical leadership, ethical behavior, relational management ethics, responsible firm ethics, and ethical climate. Finally, we highlight research gaps and suggest opportunities for future research based on these critical themes.
Original languageEnglish
Peer-reviewed scientific journalIMM – Industrial Marketing Management
Issue numberNovember 2023
Pages (from-to)421-438
Publication statusPublished - 01.11.2023
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • business-to-business ethics
  • B2B marketing ethics
  • ethical leadership
  • ethical behavior
  • relational ethics
  • ethical climate


Dive into the research topics of 'The role of ethics in business-to-business marketing: An exploratory review and research agenda'. Together they form a unique fingerprint.

Cite this