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