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– A firm's ability to handle ethical issues is only

as good as the capability of its managers

Kohlberg's framework of moral development

• Egoistic or relativistic marketing managers• Legalist marketing managers• Moral strivers• Principled marketing managers

Business perspective five

• Essential frameworks for enlightened marketing:– Utilitarianism– Duty-based ethical theories– Virtues– The social contract– Religious approaches to marketing ethics

Relationship marketing and virtue ethics

• Virtue:– Integrity– Fairness– Trust– Respect– Empathy– Transparency

Business perspective six

• Embracing the stakeholder concept:– Primary stakeholders– Indirect stakeholders– Secondary stakeholders

Stakeholder map

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

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

Ethics in Global Brand Management

Lecture four:

Ethics and Global Internal Marketing Challenges

Tutor: Giovanna Battiston

g.battiston@shu.ac.uk

Exercise: designing an ethics code

Map out a sustainability framework for a

company of your choice that has multiple

stakeholders and international markets.