An exploration of the extent to which corporate codes of ethics can help to influence an organisational commitment to ethical marketing practices.
Written in 2004; 2,256 words; 19 sources; MLA; $ 69.95
Paper Summary:
This paper examines two organisations: Exxon Mobil and The Body Shop. It suggests that in the case of The Body Shop, the presence of an ethical code has increased their commitment to ethical marketing practices. However, in the case of Exxon Mobil, the presence of an ethical code does not necessarily ensure a strong commitment to ethical marketing practices. It concludes that the presense of an ethical code can only increase organisational commitment to ethical marketing practices if it is enforced by either an ethics officer or an ethical awareness programme. In addition, it shows how the effectiveness of ethical codes can vary between organisations and industries.
From the Paper:
"The Body Shop is an organisation that set themselves tough standards within their code of ethics; their mission is to dedicate its business to the pursuit of environmental and social change (Anon 1, 2004). In an organisational context, the code of ethics has been developed in order to support the marketing objectives and the mission statement of the company. Due to the size of the company, the actions of the Body Shop are visible to the public and the external pressure to manage ethical activities is far greater than that of a smaller company (Weaver, 1993). Therefore, any mismanagement of ethical activities will reflect badly on the company and contradict the high expectations that have been outlined within the code of ethics. Weaver (1993) reinforces this perspective suggesting that it can be potentially dangerous for a company to use ethics as a positioning tool."
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