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Business Ethics

Simply put, ethics involves learning what is right or wrong, and then doing the right thing -- but "the right thing" is not nearly as straightforward as conveyed in a great deal of business ethics literature. Most ethical dilemmas in the workplace are not simply a matter of "Should Bob steal from Jack?" or "Should Jack lie to his boss?"

Many ethicists consider emerging ethical beliefs to be "state of the art" legal matters, i.e., what becomes an ethical guideline today is often translated to a law, regulation or rule tomorrow. Values, which guide how we ought to behave, are considered moral values, e.g., values such as respect, honesty, fairness, responsibility, etc. Statements around how these values are applied are sometimes called moral or ethical principles.

The concept has come to mean various things to various people, but generally it's coming to know what it right or wrong in the workplace and doing what's right -- this is in regard to effects of products/services and in relationships with stakeholders. Consequently, there is no clear moral compass to guide leaders through complex dilemmas about what is right or wrong.

Note that many people react that business ethics,

. . .

· Ethics programs are an insurance policy -- they help ensure that policies are legal. (…) Benetton is a unique global group, where design and manufacturing know-how in the textile-clothing sector are combined with the strong identity and image of the some of the world's leading sports brands (…). For many of us, these principles of the obvious can go right out the door during times of stress. Codes of conduct contain examples of appropriate behavior to be meaningful. In the summer of 2000, the Benetton advertising practices have changed as well: they turned from using the death row as means of publicity, towards doing shows on fashion runways. Gap is also the leading importer from Northern Mariana Islands, which is an U.

· Emotions can help to communicate the benefits of product or brand. By 1995 stores had all but disappeared. The Benetton does just the opposite: it wants everybody to see it, because this is the only way they can change society (awareness). Lastly, they can be perceived as psychoactive ("Death Row" campaign). Given that these ads can actually hurt viewers, some believe that it is unethical to carelessly produce and use such ads (Hyman and Tansey, 1990).

· Ethics programs help avoid criminal acts "of omission" and can lower fines.

The labeling of these garments is one ethical issue, but the main issue involves human rights.

The company positions on the role of marketing has received mixed reaction; from very positive, perceiving its practices as genuine expression of involvement in social problems, to ferocious attacks of others, who claim that company is putting a facade of social responsibility, just to cover an intention of getting publicity by any means possible (even if it means offending a lot of people).

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