The emergence of Confucian Philosophy in Iranian Business; the implications and cultural judgments

Compliance of normative, moral and cultural issues in today’s business is considered more than a forced necessity or supplement, it is also a part of the added value proposed to be offered to the customers. In this regard, some of the business principles in the East proposed as the foundations of Confucian that governing principles-based on human traits and human spirit, these foundations including benevolence, righteousness, propriety, wisdom and trustworthiness of administrators and activists is presented. In this study, it is considered that how much respect these principles can help create multi-dimensional values and create a sustainability for stakeholders and what certain judgments and consequences will follow for the audience. The research method in this study was the applied type, and was based on descriptive- survey methods. Required data was gathered using a questionnaires. The validity and Reliability of questions was calculated and confirmed. The results in addition to specifying level of realization of the studied variables, indicate that mentioned Confucian principles are suitable predictors of customer equity, sustainable marketing and social and moral judgments so that it can be acknowledged as social and moral judgments are significantly affected by the proposed independent variables in this study.