ethics in marketing - gbv · ethics in marketing ... list of case contributors . x preface xi...

Ethics in MarketingInternational cases and perspectives

Written and edited byPatrick E. Murphy,Gene R. Laczniak andAndrea Prothero

O Routledgej j j ^ ^ Taylor &. Francis Group

LONDON AND NEW YORK

Contents

List of figures, tables and boxes ixList of case contributors . xPreface xiAcknowledgments xiii

PARTIBackground 1

1 Foundational perspectives for ethical and socially responsiblemarketing decisions 3

2 Advanced perspectives for ethical and socially responsiblemarketing decisions 22

3 Decision model, sample case (L'Oreal), and analysis 48

PART 2Short cases 57

4 Going along to get along 59RAYMOND F. KEYES

5 Hunky Dory 62ANDREA PROTHERO

6 Tracking down counterfeits on eBay: whose responsibility is it? 65BARBARA STOTTINGER

7 CasasBahia 69URVASHI MATHUR

8 Toys from China and the new Yum Burger Kids' meal 73MARIE DERDZINSKI AND GENE R. LACZNIAK

9 Koodo in the Canadian cell phone market 78NYLA OBAID

viii Contents

10 PETA 82KARIN BESENBAECK

11 Drug testing in India 85NICHOLAS J.C. SANTOS AND JACOB BAGHA

12 Tough decisions: something to snack on 87BRENDAN D. MURPHY AND PATRICK E. MURPHY

13 Honest Tea and Coke: an unlikely couple 91MARK VANDER HEIDEN

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PART 3Longer cases 95

14 Another day in paradise? 97JARED BENSON AND RACHEL FISHER

15 Montenegro Electronics, Ltd. 105JACOB BAGHA AND GENE R. LACZNIAK

16 Arctic Desert 110KATIE HESEMANN AND RACHEL MELLARD

17 Superior Services: should short skirts sell software? 114LORI LEPP CORBETT

18 Facebook 118URVASHI MATHUR AND RYAN MACK

19 Auchan (France) 123GEERT DEMUIJNCK

20 A young pharmacist's dilemma 129BARBORA KOCANOVA AND VERONIKA VOSYKOVA

21 TOMS: One for One movement 133ALICJA SPAULDING, STEPHANIE FERNANDEZ, AND JENNIFER SAWAYDA

22 Cadbury's chocolate bars: not such a sweet smell of success? 143ANDREA PROTHERO

23 Caterpillar, Inc. 147JENNIFER SAWAYDA, ETHAN FAIRY, AND MATT YEPEZ

Notes 156Index 170