“…While ethics is increasingly important and visible in decision-making processes associated with product innovation, few studies have investigated the mechanisms through which the ethical levels of entrepreneurs affect product innovation (Brusoni and Vaccaro, 2017; Fisscher et al , 2005; Miles et al , 2004; Ward, 2015). Some scholars suggest a negative association between the ethical levels of entrepreneurs and product innovation and argue that low levels of ethics are strongly associated with generating creative ideas that facilitate product innovation (Brenkert, 2009; Morris, 2016). Others, however, suggest that entrepreneurs who make ethical decisions can ensure better organizational outcomes including employee creativity and ensuing product innovation (Baucus et al , 2008; Ferrell et al , 2013; Tu and Lu, 2013).…”