Posts Tagged ‘business ethics’

In Chapter Three of Levy and Grewal’s Marketing they make the case for ethics explicitly (not just through stop-hand warnings!): “When customers believe that they can no longer trust a company or that the company is not acting responsibly, they will no longer support that company by purchasing its products or services or investing in its stock. For marketers, the firm’s ability to build and maintain consumer trust by conducting ethical transactions must be of paramount importance” (61). The central claim here is the typical one: business ethics makes good business sense.

Consumers and investors increasingly appear to want to purchase products and services from and invest in companies that act in socially responsible ways. Large global corporations, such as Coca-Cola, have recognized that they must be perceived as socially responsible by their stakeholders to earn their business. As a bonus, these companies earn both tangible and intangible benefits for acting in a socially desirable manner…; it just makes good business sense to take actions that benefit society. (Levy and Grewal, Marketing 67)

 

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