What is 'the greatest virtue'? : some implications for marketing strategy

Academics and practitioners have written much about what they believe are the key characteristics of effective marketing and strategy, including their view of any distinguishing supreme virtue, practice or goal. Similarly, philosophers, theologians and others have long speculated about what would be the greatest virtue, practice or goal of individuals and/or groups, but this is seldom if ever done with any connection to marketing strategy. This paper aims to help fill this gap, and also to contribute to perhaps both better marketing strategy and more contented individuals from looking through this virtue lens. The paper concludes by suggesting some practical implications for marketers, general strategists and others in the combination of some valuable and great virtues.