The Intellectual Structure of Sales Ethics Research: A Multi-method Bibliometric Analysis

Using a combination of co-citation and co-word analysis, this paper reviewed the intellectual structure of the sales ethics research domain and its development over time. This multi-method bibliometric analysis included 183 sales ethics articles published between 1990 and 2020. Using co-citation analysis, we identified intellectual clusters within the research domain and explored the evolution of these clusters across three decades. We further leveraged co-word analysis to identify core themes (keywords) and delineated the field’s changing landscape. The evolutionary trends and keyword network disconnections (i.e., structural holes) suggest promising areas for future research. In particular, our analyses identified potentially fruitful opportunities related to topics such as compensation, relationship marketing outcomes, salesperson job attitudes and well-being, training, sales force control, and sales technology.