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 

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