Journal of Business Ethics

, Volume 62, Issue 3, pp 253–265 | Cite as

‘The Impact of Personal and Organizational Moral Philosophies on Marketing Exchange Relationships: A Simulation Using the Prisoner’s Dilemma Game’

  • Alison Watkins
  • Ronald Paul Hill


The purpose of this research is to examine the impact of individual and firm moral philosophies on marketing exchange relationships. Personal moral philosophies range from the extreme forms of true altruists and true egoists, along with three hybrids that represent middle ground (i.e., realistic altruists, tit-for-tats, and realistic egoists). Organizational postures are defined as Ethical Paradigm, Unethical Paradigm, and Neutral Paradigm, which result in changes to personal moral philosophies and company and industry performance. The study context is a simulation of an exchange environment using a variation of the prisoners’ dilemma game. A literature review is provided in the opening section, followed by details on the simulation, discussion of the results, and the implications for theory and practice.


moral philosophies marketing exchange relationships prisoner's dilemma game. 


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Copyright information

© Springer 2005

Authors and Affiliations

  1. 1.College of BusinessUniversity of South Florida St. PetersburgSt. PetersburgU.S.A.

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