A framework for an enterprise-wide strategic stakeholder approach to sales ethics is developed to address ethical sales performance. Stakeholder orientation goes beyond market orientation and customer orientation and provides the foundation for an organizational ethical culture and an ethical sales subculture. Organizational values and norms can dictate modes of behavior and help balance stakeholder interests. Understanding organizational ethical decision making helps to identify risk and aids in the development of appropriate programs to prevent misconduct. A strategic focus includes an ethical organizational culture, guidelines and boundaries for conduct, as well as continuous improvement.
