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Ethics and Global Marketing. Lecture four: Ethics and Global Internal Marketing Challenges. Codes of ethics. Business perspective four. Marketing managers differ in moral imagination and development Managers will possess varying levels of moral development

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ethics and global marketing

Ethics and Global Marketing

Lecture four:

Ethics and Global Internal Marketing Challenges

business perspective four
Business perspective four
  • Marketing managers differ in moral imagination and development
    • Managers will possess varying levels of moral development
    • A firm's ability to handle ethical issues is only as good as the capability of its managers
kohlberg s framework of moral development
Kohlberg's framework of moral development
  • Egoistic or relativistic marketing managers
  • Legalist marketing managers
  • Moral strivers
  • Principled marketing managers
business perspective five
Business perspective five
  • Essential frameworks for enlightened marketing:
    • Utilitarianism
    • Duty-based ethical theories
    • Virtues
    • The social contract
    • Religious approaches to marketing ethics
relationship marketing and virtue ethics
Relationship marketing and virtue ethics
  • Virtue:
    • Integrity
    • Fairness
    • Trust
    • Respect
    • Empathy
    • Transparency
business perspective six
Business perspective six
  • Embracing the stakeholder concept:
    • Primary stakeholders
    • Indirect stakeholders
    • Secondary stakeholders
integrity
Integrity
  • Honeywell
    • Code of business conduct
    • Applies to all employees, agents, consultants, and independent contractors
    • Provides a freephone international ethics advice line
    • Plus local advice lines in regions
    • Plus an ethics and compliance website
business perspective seven
Business perspective seven
  • Moral reasoning for marketing managers:
    • Seven steps:
      • Cultivate ethical awareness and sensitivity
      • Identify the ethical issues or questions
      • Articulate the stakeholders in the decision
      • Select an ethical theory or standards
      • Specify alternatives and ethical analysis
      • Make and justify a decision
      • Monitor the decision's outcomes
ethics and global marketing1

Ethics and Global Marketing

Lecture four:

Ethics and Global Internal Marketing Challenges

Tutor: Giovanna Battiston

 g.battiston@shu.ac.uk

exercise designing an ethics code
Exercise: designing an ethics code

Design a code of ethics for a company based in Finland (or any country) which is a supplier of consumer products to high-street retailers. The company has contract manufacturers in Egypt, Taiwan, Morocco, Bangladesh, the US and France. It sources components from China, Vietnam and Mexico. Consider too what can be done to ensure effective implementation of your code.