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Ethics in Global Brand Management

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

kessie-shaffer
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Ethics in Global Brand Management

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  1. Ethics in Global Brand Management Lecture four: Ethics and Global Internal Marketing Challenges

  2. Codes of ethics

  3. 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

  4. Kohlberg's framework of moral development • Egoistic or relativistic marketing managers • Legalist marketing managers • Moral strivers • Principled marketing managers

  5. Business perspective five • Essential frameworks for enlightened marketing: • Utilitarianism • Duty-based ethical theories • Virtues • The social contract • Religious approaches to marketing ethics

  6. Relationship marketing and virtue ethics • Virtue: • Integrity • Fairness • Trust • Respect • Empathy • Transparency

  7. Business perspective six • Embracing the stakeholder concept: • Primary stakeholders • Indirect stakeholders • Secondary stakeholders

  8. Stakeholder map

  9. 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

  10. 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

  11. Ethics in Global Brand Management Lecture four: Ethics and Global Internal Marketing Challenges Tutor: Giovanna Battiston  g.battiston@shu.ac.uk

  12. Exercise: designing an ethics code Map out a sustainability framework for a company of your choice that has multiple stakeholders and international markets.

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