Why would some argue that the Gap exemplifies an ethical organization? Why 
would others disagree? 
2. 
What do you think the Gap needs to do to dispel criticisms of its (RED) campaign 
participation? 
3. 
Why does the author argue that Gap (RED) ads are problematic? What do you think? 
4. 
What might be a better ad campaign? 
5. 
How can companies like the Gap strive to achieve socially responsible ideals with-
out putting themselves at a competitive disadvantage? Is there a way to follow a 
"moral universalist" approach (Maynard, 2001) without falling victim to moral 
relativism necessitated in a competitive marketplace? 
6. 
Can you think of other examples of cause marketing? Which were successful and 
which were not? Why? How is "success" defined?