ethics in global brand management lecture four: ethics and global internal marketing challenges
TRANSCRIPT
Ethics in Global Brand Management
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– A firm's ability to handle ethical issues is only
as good as the capability of its managers
Kohlberg's framework of moral development
• Egoistic or relativistic marketing managers• Legalist marketing managers• Moral strivers• Principled marketing managers
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
• Virtue:– Integrity– Fairness– Trust– Respect– Empathy– Transparency
Business perspective six
• Embracing the stakeholder concept:– Primary stakeholders– Indirect stakeholders– Secondary stakeholders
Stakeholder map
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
• 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 in Global Brand Management
Lecture four:
Ethics and Global Internal Marketing Challenges
Tutor: Giovanna Battiston
Exercise: designing an ethics code
Map out a sustainability framework for a
company of your choice that has multiple
stakeholders and international markets.