What The Wft
Merck and Vioxx: An Examination
of an Ethical Decision-Making Model Erin Cavusgil
ABSTRACT. Marketing researchers have proposed
various conceptual models of ethical decision-making to
better clarify the steps in the decision-making process.
However, lacking in the literature is comprehensive
empirical validation of these models. This manuscript
examines the ethical decision-making model proposed
by Ferrell et al. [1989, Journal of Macromarketing 56(Fall),
55–64] in the context of a real-world marketing situation.
This model is a comprehensive synthesis of previously
developed models in the literature. The events surrounding
the withdrawal from the market of the pain
reliever Vioxx, manufactured by Merck & Co., are
detailed. The analysis provides insights into the decisionmaking
process faced by Merck executives and sheds light
onto the real-world applicability of the conceptual model.
Furthermore, this study demonstrates how potential
modifications to existing models can be developed by
their examination in the context of real world events. It is
hoped that this analysis, along with future examinations,
aids marketing researchers in developing a better understanding
of the ethical decision-making process in a
business context.
KEY WORDS: Merck, Vioxx, ethical marketing decision-
making, models of ethical marketing
Introduction
Ethical decision-making in an organizational context
is important to marketing scholars and practitioners
alike. A number of corporate examples of unethical
behavior have been attempted in recent years. From
the academic perspective, several ethical decisionmaking
models have been put forth (Ferrell et al.,
1989, Fritzsche, 1991, Hunt and Vitell, 1986, Jones,
1991, Malhotra and Miller, 1998) and to some
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