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Ethics in Global Brand Management

This lecture explores the critical role of ethics in global brand management, focusing on the moral dimensions faced by marketing managers. It highlights Kohlberg's framework of moral development, examining how varying levels of moral reasoning influence marketing practices. Key ethical theories, including utilitarianism and virtue ethics, are discussed in relation to stakeholder engagement. The lecture emphasizes the creation of effective ethics codes and sustainability frameworks for companies with diverse stakeholders and international operations, guided by principles such as integrity, fairness, and transparency.

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Ethics in Global Brand Management

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  1. Ethics in Global Brand Management Lecture four: Ethics and Global Internal Marketing Challenges

  2. Codes of ethics

  3. 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

  4. Kohlberg's framework of moral development • Egoistic or relativistic marketing managers • Legalist marketing managers • Moral strivers • Principled marketing managers

  5. Business perspective five • Essential frameworks for enlightened marketing: • Utilitarianism • Duty-based ethical theories • Virtues • The social contract • Religious approaches to marketing ethics

  6. Relationship marketing and virtue ethics • Virtue: • Integrity • Fairness • Trust • Respect • Empathy • Transparency

  7. Business perspective six • Embracing the stakeholder concept: • Primary stakeholders • Indirect stakeholders • Secondary stakeholders

  8. Stakeholder map

  9. 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

  10. 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

  11. Ethics in Global Brand Management Lecture four: Ethics and Global Internal Marketing Challenges Tutor: Giovanna Battiston  g.battiston@shu.ac.uk

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

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