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.