Purpose – The paper aims to examine sales promotional practices in Ghana, weighing their ethical implications from an Islamic perspective and investigates whether they meet Islam's ethical requirements to merit Muslims' patronage. Design/methodology/approach – The paper uses Qur'an 5:90/2:219 as a theoretical framework to analyze relevant data to ascertain the extent of ethical legitimacy of strategies used in sales promotion in Ghana and cites other relevant references from Qur'an and sunnah as interpretative proofs and methodology. Findings – Islam emphasizes ethical principles in business. Muslims can promote business but that must be done within the ethical framework of Islam. The current Ghanaian promotional strategies are ethically questionable. They lead to unethical earning of livelihood and unjust acquisition of wealth through gambling and other ill‐perceived means which do not promote the ethical values of Muslims. Research limitations/implications – The paper emphasizes the necessity for further research into the ethical dimensions of business practices, in general, in Ghana to promote ethical responsibility in the society. Originality/value – The study inculcates mutual socio‐economic and ethical responsibilities between Ghanaian sellers and buyers to save the society from the situation where love of wealth supersedes ethical interests.
Journal of Islamic Marketing – Emerald Publishing
Published: Jan 1, 2010
Keywords: Ethics; Islam; Ghana; Promotional methods; Selling
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