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.
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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.