9.2 – Discussion: What Would You Do? – Moral Situation 1
Just like people, corporations also face ethical dilemmas. In many cases, companies have to decide whether to maximize profits or be socially responsible. In this backdrop, as a marketing manager, I will ask the research and development department not to include the “new and improved” statement because it is erroneous and insensitive to the economic interests of consumers.
This decision is informed by the ethical philosophy of utilitarianism that holds that the best action is one that generates the greatest good to a large number of people (Ferrera, Alexander, Wiggins, Darrow, & Kirschner, 2014). In this case, the greatest decision is one that maximizes the interests of consumers of the company’s product. In addition, consumers form the largest number of persons who should benefit from the decision. Therefore, allowing the insertion of the “new and improved” statement in the product is selfish because it only benefits the company, and not the majority.
Moreover, while putting the “new and improved” statement on the organization’s product may have short-term gains, particularly through increased sales and profits, it will have adverse consequences in the long run. In today’s modern business environment, organizations are being rated based on their ethics, thus, signifying the importance for a firm to embrace ethical practices. Entities are judged based on their product’s quality, the promptness with which they resolve customers’ complaints, and the degree of fairness they exhibit (Kotler, 2012). For this reason, it is crucial to decline the urge of misleading consumers for the sake of short-term gains.
In conclusion, I will not approve the inclusion of the “new and improved” statement because it is not socially responsible. This decision maximizes the good of consumers who are essential to the continued operations of the company. Furthermore, this approach prevents any possible damage to the firm’s reputation.
References
Ferrera, G. R., Alexander, M. M., Wiggins, W. P., Darrow, J. J., & Kirschner, C. ( 2014). The legal and ethical environment of business: An integrated approach. Alphen aan den Rijn, Netherlands: Wolters Kluwer Law & Business.
Kotler, P. (2012). BSS: FAQs on marketing: Answers and advice by the guru of marketing. Hougang, Singapore: Marshall Cavendish International Asia Pte Ltd.