营销外文翻译---诚信营销与：道德和服务优势(编辑修改稿)

营销外文翻译---诚信营销与：道德和服务优势(编辑修改稿)内容摘要：

te major strides in measuring nonfinancial assets, the methodologies discussed above are not universally employed or calculated in the same way. Several areas for further research are suggested by this paper. amp。 A theoretical argument is advanced to support the proposition that the SD logic reduces the number of ethical tensions in marketing。 this proposition can be empirically tested, . by measuring whether the level of marketing managers‘ agreement with the tes of the SD logic correlate with fewer perceived ethical tensions. amp。 Longitudinal study of changes in firms‘ adherence to the FPs of the SD logic and the various metrics discussed above would also strengthen the theoretical argument developed in this paper. amp。 To strengthen the integration of noncustomer stakeholders (Laczniak 2020), the dialogic proposal of Ballantyne and Varey (2020) could be developed further, perhaps into another FP about participation and fair treatment of stakeholders. amp。 While work on measurement of intangibles continues to progress, much still needs to be done. How should wereconcile the different approaches to relationship assets— brand equity, customer equity, and reputation? What are the antecedents and consequences of each, and extent of overlap? Should ethical or societal behavior be explicitly incorporated into these measures, to assist in diagnosing what changes in intangibles‘ value can be attributed to socially responsible actions (Lemon and Seiders 2020)?amp。 As noted in the paper, little attention has been paid to business risk in marketing. Researchers could explore what kinds of marketing actions lead to increases or decreases in cash flow volatility. This would facilitate further quantification of the potential impact of uhical behavior.amp。 Social impact measurement and reporting is similarly lacking in attention in marketing. Of interest here would be greater understanding of the relationships between adoption of social reporting, firm behavior and perceptions of the firm among various stakeholders. The content of the GRI itself could be subjected to academic scrutiny—are the right measures being proposed and are meaningful differences being detected?amp。 The SMC proposed by Kotler has the potential to enpass a number of the ethical considerations outlined in this paper. Specifically, how could some of the measurement and valuation techniques examined here make the SMC bee more of a reality in the field of marketing? Educators also could incorporate the SD logic in courses. Some insights by the contributors in the anthology piled by Lusch and Vargo (2020) are offered toward this end. The implications of this paper are that ethical concepts can be integrated into all marketing courses. We see the notions of cocreation, knowledge as a fundamental source of petitive advantage, and value proposition to be best examined in the context of ethical principles such as trust, transparency, and relationship integrity. For instance, marketing strategy courses would examine the centrality of cocreation to firm success, and the implications of this in terms of the firm‘s ethical orientation towards consumers. As we have argued, ethics should be integrated into the discussion rather than partmentalized. A recent study of advertising texts found that most devote a chapter to ethical and regulatory issues (Drumwright and Murphy 2020). Ideally, they should be discussed within analyses of media, campaigns and messages, rather than separately. Conclusion The integrated approach to marketing ethics proposed here and built on Vargo and Lusch‘s (2020a) SD logic allows marketing performance measurement to be extended to incorporate ethical accountability, so that consideration of ethical issues bees an essential and inextricable part of overall marketing analysis. The word ―integrity‖ in the title of this paper conveys two separate but related meanings: it refers to integrity as it is monly understood to mean ethical behavior. It also refers to the integrity – the ―wholeness‖ – of the theory, that places ethical and business issues right at the heart of marketing theory, thus providing an integrated approach to marketing ethics. Acknowledgement The authors would like to thank the editors of this special issue, Robert Lusch and Stephen Vargo, as well as Gene Laczniak, Robert Audi, the Department of Marketing at Notre Dame, and two anonymous reviewers for helpful ments on earlier d。