Trailblazing the path for marketing ethics: the profound influence of Shelby Hunt

Shelby Hunt's contributions to marketing ethics theory and research include major accomplishments and contributions. We reviewed the following areas of his research: the Hunt-Vitell Theory of Marketing Ethics; marketing ethics issues and problems faced by managers; and the ethical dimensions of The Resource-Advantage Theory of Competition. Articles used in testing Shelby's theories are included in the discussion. The Ferrell and Gresham Contingency Framework for understanding ethical decision-making is compared to the Hunt-Vitell model. These models are seen as complementary and symbiotic. Personal observations and experiences with Shelby are shared to reflect upon his life as a scholar and friend. Finally, suggestions are made for future opportunities for research in marketing ethics.