Charity has a place in the moral company
Hugh DavidsonThe Marketing Society
Hugh Davidson responds to Jules Goddard's bold treatise on 'Management and moral capital'.
Too many marketing academics fail to make bold judgements, and write unreadable prose. Jules Goddard is not among them. His approach is bold, practical and highly readable. I like his emphasis on ethics in business1 and admire the way he challenges readers to re-examine their basic beliefs.
I also share his aversion to 'stretch' targets, short-termism and quick fixes. A clear future vision, which motivates people and meets their deepest aspirations, is...