• Explain how you could apply the Utilitarian Approach to ethics to the case study. The outcome may not be what you think is correct. The analysis provided should be appropriate for the specific approach.

The explanation regarding application of the ethical approach to the case study should be answered with a minimum of two or three well-developed paragraphs (3-5 sentences each). Make sure your response shows logic and critical thinking.

ETHICAL DILEMMA/EMERGING MARKETS The Rebirth of the East India Company Before picking up this book, the majority of readers are likely to have already heard of the East India Company. Yes, we are talking about the East India Company, the colonial trading company that created British India, founded Hong Kong and Singapore, and introduced tea, coffee, and chocolate to Britain and large parts of the world. Wait a minute as you scratch your head over your rusty memory from history books wasn't the company dead? Yes, it was deador, technically, dissolved or nationalized in 1874 by the British government. But, no, it was not dead. After a hiatus of over 130 years, the East India Company was reborn and relaunched in 2005 by a visionary and entrepreneurial Indian businessman Sanjiv Mehta. With permissions granted by the UK Treasury for an undisclosed sum of money, Mumbai-born Mehta became the sole owner, chairman and CEO of the new East India Company with the rights to use the name and original trademarks. His goals were to unlock and strengthen the potential value of the world's first global brand. In 2010, with much fanfare the East India Company launched its first luxury fine foods store in the prestigious Mayfair district of London in 2014 the East India Company set up a new boutique inside London's most prestigious department store Harrods-a format called "store in store." The initial products included premium coffees and teas, artisan sweet and savory biscuits an exquisite range of chocolates and gourmet salts and sugars. While the old company obviously never had a website, the new one proudly announced on its website: We see our role as bringing together the best the world has to offer to create unique goods that help people to explore and experience what's out there Products that ae/o people see their world in a different and better light Products that have the power to amaze and astonish The East help people to explore and experience what's out there. Products that help people see their world in a different and better light. Products that have the power to amaze and astonish. The East India Company made a wide range of elusive, exclusive, and exotic ingredients familiar, affordable, and available to the world, ingredients which today form part of our daily and national cuisines. Today we continue to develop and market unique and innovative products that breathe life into the history of the Company. We trade foods crafted by artisans and specialists from around the world, with carefully sourced ingredients, unique recipes, and distinguished provenances Just like the old East India Company, the new company is a "born global" enterprise, which immediately declared its intention to expand globally upon its launch. By 2014 it had expanded throughout Europe (Austria, Finland, France, Germany, the Netherlands Norway, and Spain), Asia Pacific (Australia, China, Hong Kong, Japan, Malaysia and South Korea), and the Middle East (Kuwait and Qatar). Its online store can deliver anywhere worldwide. Overall, in the first five years since 2005 the East India Company spent $15 million to develop its new business. In 2011, the Mahindra Group, one of India's most respected business houses acquired a minority stake in the East India Company. After receiving capital injection from Mahindra, the East India Company announced that it would invest $100 million in the next five years to grow the iconic brand What made the (old) East India Company such a household name? Obviously the products it traded had to deliver value to be appreciated by customers around the world. At its peak, it employed a third of the British labor force, controlled half of the world's trade, issued its own coins, managed an army of 200,000, and ruled 90 million Indians. Its organizational capabilities must have been awesome. Equally important was its political abilities to leverage and control the rules of the game around the world, ranging from managing politicians back home in the UK to manipulating political intrigues in India. Granted a royal charter by Queen Elizabeth I in 1600, the old East India Company certainly benefitted from formal backing of the state. Informally, the brand still resonates with the two and a half billion people in the British Commonwealth especially Indians Mehta was tremendously moved by the over 14.000 e-mails from Indians all over the world wishing him well when he announced the acquisition. In his own words: "I have not created the brand, history has created it. I am just the curator of it" Blending continuity and change the saga of the East India Company continues Mehta said he believed the East India Company was the Google of its time But one reporter suggested that "Google is in fact the East India Company of its modern era. Let's see if Google is still around and having the same impact in 400 years time