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Many people do not understand that ethics are situation-specific and time-based -- and business ethics are no exception.
Teaching Tip: But this does not mean that ethics are capricious or unimportant. In fact, all societies have a code of ethics and more businesses than ever recognize that a strong code of ethics is good business: it can protect the company from internal wrong-doing and possible legal liability, and, for marketers, serve as a strong foundation upon which to build long-term customer relationships.
Ethical development can be thought of as having three levels:
Preconventional Morality. This childlike level is calculating and self-centered. As a selfish morality, it is typically based upon what is likely to be immediately rewarded or punished.
Conventional Morality. At this level the focus moves away from the self and toward the expectations (conventions) of the society in which the individual lives. Loyalty and obedience to “the rules” are important and this behavior can be generalized from society as a whole to an attachment to one’s company or organization. Marketers at this level are concerned with whether or not an activity is legal and how it is viewed by others.
Postconventional Morality. At this level, the individual takes a long-run view of her or his actions, weighing them in relation to terminal values and matters of principle. This is the morality of the mature adult.
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Transformation Process
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6 x 5 Matrix
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3 x 3 Table
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Interactive Flow Chart
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Many people do not understand that ethics are situation-specific and time-based -- and business ethics are no exception.
Teaching Tip: But this does not mean that ethics are capricious or unimportant. In fact, all societies have a code of ethics and more businesses than ever recognize that a strong code of ethics is good business: it can protect the company from internal wrong-doing and possible legal liability, and, for marketers, serve as a strong foundation upon which to build long-term customer relationships.
Ethical development can be thought of as having three levels:
Preconventional Morality. This childlike level is calculating and self-centered. As a selfish morality, it is typically based upon what is likely to be immediately rewarded or punished.
Conventional Morality. At this level the focus moves away from the self and toward the expectations (conventions) of the society in which the individual lives. Loyalty and obedience to “the rules” are important and this behavior can be generalized from society as a whole to an attachment to one’s company or organization. Marketers at this level are concerned with whether or not an activity is legal and how it is viewed by others.
Postconventional Morality. At this level, the individual takes a long-run view of her or his actions, weighing them in relation to terminal values and matters of principle. This is the morality of the mature adult.
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