iSeeit!: Ethical Decisions

Ethical decision making is a key component of all successful businesses. Marketers should clearly understand the norms and values expected of them and act in a way that reflects their company, their profession, and themselves in a positive, ethical manner.

This activity is important because marketers may confront decisions that will boost short-term sales at the expense of the long-term reputation of the company. Employees will have to choose between the short-term benefit of a sale and the potential long-term damage caused to their brand or adhering to ethical standards.

The goal of this exercise is to demonstrate how Marco, owner of the Upcycled Dog, applies the eight-step ethical decision-making framework to navigate a difficult ethical challenge facing his company.

Q1: Which of the following statements accurately summarizes the facts of the ethical decision that Marco needs to make?

• Producing goods made from partially upcycled materials is more cost-effective and will only result in a minor loss of the firm's existing customer base.
• Marco must decide how to balance the potential benefits of using discounted, partially upcycled materials against his brand, values, and reputation.
• Marco decides to inform his stakeholders that he is going to produce goods using only partially upcycled materials.
• Marco has been offered a deep discount on partially upcycled materials, which he can use to save money, reduce prices, and attract a new customer base.
• Marco decides to produce goods made from partially upcycled materials without informing his stakeholders of this decision.
• Q2: Marco's decision about whether to use only partially upcycled materials will impact his customers, distributors, and suppliers, also known as his:

• stakeholders.
• community.
• shareholders.
• influencers.
• investors.

Q3:At which step in the ethical decision-making process does Marco sit down with his stakeholders to brainstorm different options for managing his ethical issue?

• Discuss the pending decision with stakeholders.
• Consider all available alternatives.
• Determine the facts in an unbiased manner.
• Consider how the decision will affect the stakeholders.
• Monitor and assess the quality of the decision.

Q4:Marco's ethical decision results in increased demand for his products, confirming that "going green is good for business." Which step of the ethical decision-making process would reveal such results?

• Determine the facts in an unbiased manner.
• Monitor and assess the quality of the decision.
• Make the decision.
• Consider how the decision will affect the stakeholders.
• Discuss the pending decision with stakeholders.