gender differential paper IJCRB

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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
JUNE 2011
VOL 3, NO 2
As we mentioned earlier a good corporate reputation confirms the high level of trust in a
company. It can make a strong relation with a number of stakeholders either emotional or
intellectual and beside it can act as a source of authority and credibility for the company.
Boatwright, 2005; White, (2006) have explained that business ethics as a competitive advantage
includes making good and permanent relationships with stakeholders and try to keep this relation
based on honesty and integrity. Ethical relations in business is like human relations together and
as all we know it is nothing but a two ways traffic line not a one way and it is based on mutual
respect and trust. Successful business must treat the parties affected by the corporation’s actions
as constituents to be consulted rather than spectators to be ignored. Doing so was just smart
business. This was a novel step that was among the first attempts to characterize the impact of
ethical behavior on a company’s financial performance.
Burgelman and Meza, (2001) argued that from the customers‟ perception, the illusion was real
enough to draw tens of thousands of visitors per day from all corners of the globe to browse
Amazon’s virtual bookshelves Today, Luftman et al., (1999) say Amazon’s state-of-the-art,
highly-coupled supportive ICT infrastructure provides apparent seamless integration between
internal and external databases of all kinds.
Also Gillenson et. Al, (1999) investigated that it’s sophisticated software that enable Amazon to
predict customer interests in other products, based on the order profile of individual customers
and of all others exhibiting similar product interests and purchasing patterns. Sing, (2002)
believed while other online booksellers compete for a small piece of market share, Amazon uses
its technological sophistication to promote continued expansion of the firm.
We should consider ethics in business as an important part regardless of the size of the business
and or organization. Also it doesn’t matter whether your customers are many or few; the
relevance of adhering to high ethical standards is the same. There are many organizations in the
business world which, have put compulsory ethical standards.
Wolfe, (1994; Hendriks, (2001); Senge, (2001; Meyronin, (2004) all pointed out that
organizations like Amazon, Dell, EBay, Google, numerous banks (e.g. Chase.com and
Citibank.com), retail chains (e.g. LLBean.com, WalMart.com, and BestBuy.com), the travel
industry (e.g. JetBlue.com, Avis.com, Orbitz.com, and Expedia.com), and price search engines
(e.g. PriceGrabber.com, NextTag.com) are led by senior management teams who not only
recognize the greater efficiencies that can be gained by leveraging new ICT technologies, but
they actually create entirely new ways of marketing services based on ethical standards. These
firms distinguish themselves by mixing aspects of marketing with their strategic operational
approach that consider ethical issues as a necessity for this era of business and, in sum, bring
about causal responses from consumers that may be deterministic responses. They recognize that
by using ICT in a focused and deliberate fashion, they can create and leverage opportunities to
provide accompanying marketing services while sustaining operational efficiency.
Gap in literature
To explain the gap in literature we need to bring scientists ideas again and interpret what they
have told in this area and express our own views regarding to that particular subject. Mahoney
mentioned (1997) the need for morality and ethics in business has never been greater and
precisely because the power of business has never been as extensive as it is today. We agree with
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