The moral theory of virtue ethics holds much promise for guiding the behavior of marketers. Although the origins of this theory can be traced back to Aristotle, it has not received as much emphasis as the teleological and deontological theories within marketing. In the ethics of virtue, traits such as compassion, fairness, loyalty, and openness shape a person's and an organization's vision. Several marketing situations confronted by Johnson & Johnson are used to illustrate the theory of virtue.
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