Purpose -The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach. Design/methodology/approach -The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives. Earlier studies published in EJM on relationship marketing are featured in a table. Findings -The proposed ethical relationship marketing approach has three stages (establishing, sustaining and reinforcing) that are paired with specific virtues (trust, commitment and diligence). These and other facilitating virtues are shown in a figure . Research limitations/implications -The model and its components have yet to be tested empirically. Some strategies for undertaking such research are discussed. Practical implications -Several European and American companies that currently practice ethical relationship marketing are discussed. Originality/value -Although relationship marketing has been studied for a number of years by many scholars, the ethical basis of it has not been thoroughly examined in any previous work.

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As inter‐organisational relations represent an increasingly important element in business the ability to build sustainable relationships becomes a key skill. To achieve sustainable relationships parties need to move from a low trust/low ethics base to a high trust/high ethics base in their relating. This paper uses data from a study into trust‐based partnering in the construction industry to demonstrate that ethics is integral to trust building. The data supports the proposition that ethical partnering, which is characterised by reliability, delivery of promises, open and honest communications, respect and reciprocity, and a willingness to act reasonably towards each other, is the most effective model for parties seeking to build sustainable relationships.

Examines the ethical problems within international purchasing and sales interactions. Bribery is identified as the major problem, though this is only true in North‐South trade, and ignores evidence of unethical practices in the interactions between purchasing and sales generally. Business people in the North tend to adopt double standards when criticizing the acceptance of bribery in some cultures, while ignoring the unethical practices in their own cultures. An interaction approach avoids cultural relativism, by seeing gifts and entertaining as a necessary part of the development of personal relationships which characterize successful international business relationships. It seems that a majority of international business transactions take place without the intervention of unethical inducements. Furthermore, the development and introduction of codes of ethics as well as the work of organizations such as Transparency International all suggest the climate is changing to one more supportive of high ethical standards.