This article explores the relationship between the structure of not-for-profit organizations and the ethical issues, moral hazards, and public perceptions they are likely to face. It offers a preliminary taxonomy of organizations based on their structures and relates key ethical issues to each of those categories. It also ties these issues to the role that marketing plays in both creating and dealing with ethical issues.
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution 3.0 License.
Barbee, Karen and LeMay, Stephen, "Money, Marketing, and Missions: Ethics and the Structure of Not-for-Profits" (2018). Association of Marketing Theory and Practice Proceedings 2018. 29.
About the Authors
Karen Barbee is Director of Community Relations at The Council on Aging of West Florida and an MBA student at the University of West Florida. She is concentrating her graduate studies on not-for-profits and social enterprise.
Stephen LeMay is Associate Professor of Marketing and Logistics at the University of West Florida and Professor, Emeritus at Mississippi State University. He has co-authored three books and numerous article in academic journals. His research interests are eclectic, but focus on human factors in supply chains and the development of human resources in logistics.