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Ethics and Global Marketing

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  1. Ethics and Global Marketing Lecture one: Course overview

  2. 'India Shops fear impact of overseas competitors'BBC, 20 September 2012http://www.bbc.co.uk/news/business-19657863

  3. 'It is clear, in short, that capitalism for the 21st century needs a fundamentally renewed morality to underpin it. To achieve this we must ask ourselves again what progress really is. Is it the accumulation of wealth, or does it relate to a broader, more integrated well-being and quality of life? Surveys consistently show that economic progress has not been accompanied by the expected increase in happiness and that the price paid by many has been in the quality of human relationships . . .'Stephen Green, Group Chairman of HSBC, The New Statesmen, 2 July 2009

  4. History • Social / societal marketing • Green marketing • Sustainable marketing • Strategic, not operational

  5. Definitions of business ethics • CSR • Corporate social responsibility • CSP • Corporate social practices • Meeting organisational objectives

  6. Discourse • Triple bottom line • Sustainability • Corporate governance • Community involvement

  7. Examples of engagement • Marks and Spencer • Plan A: http://plana.marksandspencer.com/?intid=gft_plana • Procter and Gamble • http://www.pg.com/en_UK/sustainability.shtml

  8. Recent case studies • Barclays • BP • Apple • Amazon Click on the logos (in slide show format) to read the stories

  9. Environmental concerns • Climate change and global warming • Deforestation • Waste management • Food production and distribution • Loss of bio-diversity

  10. Pollution from China's growth takes toll on health'BBC, 18 October 2012http://www.bbc.co.uk/news/world-asia-19995748

  11. Sweatshops • Concern is with managing human rights through the supply chain • especially with regard to sub-contractors in developing countries • Spotlight tends to be on multi-nationals

  12. Corruption • Term covers a range of practices including: • bribery • fraud • money laundering • cronyism • extortion • embezzlement

  13. The impact of corruption Corruption & Business • Increases the costs of doing business • Erodes competitive advantage • Blocks access to international markets • Damages market efficiency • Loss of reputation • Credit restrictions and blacklisting Corruption & Development • Reduces government tax revenues • Limits government ability to invest in public health and education • Weakens the public infrastructure on which growth depends • Increases construction projects costs • Increases susceptibility to financial crises • Damages future business potential

  14. The sustainability continuum Lee and Carter, 2012

  15. Source: After Kotler and Lee (2005)

  16. Ethical responsibility • Adoption of codes, standards and principles to meet the challenges of global social issues • Corporate social responsibility • concerned with the impact of business on the societies within which the firm operates • Corporate ethics • concerned with issues of individual decision making and the development of ethical conduct

  17. UN Global Compact: ten principles

  18. Framework for sustainable marketing

  19. Development of corporate codes • Codes of ethics • Codes of conduct • Statement of business principles • Value statement

  20. Effective ethics codes • In-house ethics training • Discussion of ethical dilemmas • Training cascaded via reporting line • On-going support • Involvement of senior management

  21. In summary • Universal ethics: • keep promises • honour contracts • tell the truth • respect the lives and personal integrity of people with whom we enter into business relationships McKinley, M., (2012). Ethics in Marketing and Communications: towards a global perspective.

  22. Ethics and Global Marketing Lecture one: Course overview Tutor: Giovanna Battiston  g.battiston@shu.ac.uk

  23. Take any large public organisation of your choice, either profit or not for profit. Taking each of the following factors, critically evaluate how the organisation is addressing the issue of 'sustainability' and whether it is having a positive effect on its marketing and image: • Consumer values • Community inclusion • Networks as partners • The broader environment (recycling, energy, raw materials, water, waste, packaging, chemicals, climate change, etc.)