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A634.5.4.RB – Is Marketing Evil?

            While I have no background on marketing in any way, I believe that marketers would indeed benefit from learning about ethical guidelines. For instance, having the proper education and learning your own ethical perspectives could potentially provide feedback on how you will do your next job. More importantly, knowing what you stand for makes your contribution to those who follow you more valid. But what are we referring to with ethical guidelines? “A code of ethics is a written, formal document consisting of moral standards and guidelines intended to help guide employee or corporate behavior” (Giorgini et. al., 2015, para. 3). Believing on the product you are selling is as important as selling it. Nevertheless, ethical guideless provide an array of options and can be interpreted in different ways according to the individual’s background. According to Ingy El Ghazaly and Hala El Sayed, “making the consumer want the product and then influencing him to stay loyal to it is definitely not an easy job to do, but it's the main reason why companies exist (to deliver products to the end consumer); and thus a lot tend to take the view that marketing is simply the guarding angel of the organization, without that angel, the whole body of the organization will collapse” (n.d., para. 4).

            Being ethical is a skill not many individuals portrait and most companies try to win over time. In order to balance both, the need to be ethical and sell products, companies need to place a standardized normative practice. Moreover, the company employees need to come into terms with the implied normative. A good example I can relate to is my job. I work for a podiatrist office, and although, we treat patients, we also use our marketing skills to contribute more money to company. Needless to say, we really need to be careful how we approach this type of sell when it comes to patients, as some of them may get offended. Therefore, when someone gets an avulsion done, which is a small in-office procedure to remove an ingrown toenail side partially. We generally provide two options, either an old fashioned way of taking care of the incision, or buying a kit for the price of $35, which is not covered by the insurance. My job is to explain what the difference is between option one or two, and with that I present data to back up my marketing. I explain patients that the kit will save them thirty minutes of their day since they do not need to soak their foot in water twice daily. Additionally, I mention that based on our studies, we have found that patient tend to heal much faster with the kit, instead of following the old-fashioned way instructions. And last but not least, obviously, the price is different but if the patient needs to get Band-Aids, Neosporin topical, gauzes, cling wraps, and coban wraps, it almost evens up the kit price. More often than not, patients end up taking the kit but such sells are never imposed and that is how we balance the need to win being ethical.

            On a side note, is it ethical to track your buying habits or web visit to target you for marketing purposes? Truth be told, I do not find any wrong in doing such data research on your consumers, as in order to succeed in the business, there needs to be some type of statistics to support the company’s advancement. However, I think maybe organizations should offer an options for those who are against having their information been recorded. Perhaps, having a disclaimer window pop out whenever someone visits the website and clicking on the option would help avoid ethical misunderstandings. Nonetheless, I find no harm or unethical behavior from recording people’s buying habits in any way. While working in the medical field, we do laser treatment for toenail fungus. At the patient’s first treatment, we take pictures of their toenails to later demonstrate the improvement they have made. Then, we make them sign and read a disclaimer notice of the anticipated risks the patient is taking while treating his or her toenails. Although the risks are considered implausible, there is a slight chance that patient could have a plausible reaction and we just rather cover any slippery slope argument as possible. Additionally, at the very bottom of that disclaimer, we ask patients if they would like to share their picture publicly for educational purposes. In the end, most patient sign the document approving for us to share their pictures without their personal information, but the options is given and not enforce once again.

            As a leader, I would create an organization mindset where we place our consumers as a high priority. In other words, I would invest time researching about what customers like and what would make them come back for our product. Minimizing the consumer manipulation provides customers a sense of ownership to their own thoughts and beliefs. As it is suggested by the Ethics-Based Marketing article, learning the consumers’ needs applying the four p’s: “product, price, place and promotion - develop a strategy to satisfy the consumer is what marketing is all about. It is in this organizational function, where all the efforts need to be made most efficient, and it is in this function, where the essence of the organization and its existence lies” (El Sayed & El Ghazaly, n.d., para. 4). Following ethical guidelines as a leader makes followers copy the same behavior, as it all starts at the management level. Therefore, to manage the ethical aspect of the marketing efforts at an organization level, I would treat consumers as family, with honesty, and never pushing to sell a product but letting them chose what they want. Some marketing professionals are set on selling what they think a consumer likes, when in reality, if you follow that rule, you will only sell that product once to that person. Instead, if you give the consumer space, and let them see in their own, most likely, you will have a returning costumer, which is the ultimate goal for marketing.

References

El Sayed, H. & El Ghazaly, I. (n.d.). Is Marketing Evil? Marketing Viewed as a tool. Retrieved from http://www.ethicsbasedmarketing.net/2.html

Giorgini, V., Mecca, J. T., Gibson, C., Medeiros, K. Mumford, M. D., Connelly, S., & Devenport, L. D. (2015). Researcher perceptions of ethical guidelines and codes of conduct. Accountability in Research: Policies and Quality Assurance. Vol. 22, Iss. 3. Doi: 10.1080/08989621.2014.955607

LaFollette, H. (2007). The practice of ethics. Malden, MA: Wiley-Blackwell.

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A634.4.4.RB – Is Affirmative Action Ethical?

            Racism is a deeply embedded attitude that, in spite of the Civil Rights legislation, and a national verbal acclaim that racial discrimination is wrong and should be punished, still exists. Lafollette (2007) identifies four items that are considered morally relevant. First, the acts that are performed on a small scale are considered to be less damaging than those that are part of a larger network. Second, when discrimination affects a wide array of behaviors, rather than just a few, it can be more damaging. Third, the strength of the perpetrator determines the extent of the harm, and finally, long term, versus short term, is more harmful. America (1986) believes that very few groups are exempt from injustices, and many could request compensation. 

            As LaFollette (2007) further indicates, the context of discrimination is related to its moral relevance. Therefore the history, economy, politics, and many other factors must be considered in applying our moral judgments. He makes a good point in saying that an inference that all expectations that are derived from our past significant influences can be considered discriminatory, and subsequently, they weaken the discrimination argument itself. He believes that the context of discrimination is very important. Racist’s behaviors are not directed at individuals, but at people because of the group in which they are members. Although he suggests that only white males were given property rights, this does not suggest that race is the only factor that resulted in criteria for loss. As a classmate mentioned it in one of the discussion posts, we are not ignoring previous injustices against minorities, but we are also aware that those days are long go. Therefore, a new vision needs to be taken. LaFollette mentioned, “supporters of affirmative action think that contemporary whites should compensate blacks, even though the central perpetrators and victims are dead” (2007, p. 1409). On the contrary, those opposed to this believe, agree that they owe nothing since they were not the aggressors back in the day.

            The real concern is that as a nation, we are trying to implement a process that is intended to make up for past wrongs, and it is apparent that it is not working well. The specific individuals who were wronged may have passed on, or do not always seek payback. Additionally, the individuals who committed the wrong may also have passed on, or have moved on with future generations. Although I hesitate to phrase it this way, the players in past unethical practices may no longer be relevant to repairing the problem. Therefore, the challenge is to payback something owed to a previous generation, to a new generation of individuals. Similarly, in the case of the women not getting accepted to the University of Texas, Abigail Fisher stated, “I hope the justices will rule that UT is not allowed to treat undergraduate applicants differently because of their race or ethnicity” (Glum, 2015). Her case was discussed in class, and brought a lot of attention not because of an injustice, but because of the race discrimination to the apparent acceptance to the school. Obviously, nobody deserves to be left out just because of his or her race. Additionally, it is set up to take from a new group of people who do not necessarily have any personal history of racism, in order to move that compensation into the hands of a generation of people who did not experience the negative treatment. If this is the case, then the assumption is that each generation is entitled to the wealth accumulation of their ancestors, or the potential wealth that might have been possible. The ethical nature of the determination of whether affirmative action is right has to include a discussion of who is giving and receiving in the process. 

            America (1986) describes the problem as a social debt that is owed resulting from the accumulation of current class benefits from past discrimination. Therefore, he believes that ethically the redistribution payments intended to set past debts right is sound. He believes that the redistribution will inconvenience or penalize only the best off who can reasonably be considered in the class of beneficiaries. I am not sure that this is necessarily the ethical action to take. It is similar to saying that if you work really hard and make a good amount of money, we are entitled to take your money more than others, simply because you have more of it. We seem to be saying that because you have done well, we believe it is better to take from you simply because you may not feel it as much. How does this discover, and apply consequences, for those who actually participated? The question about the ethical nature of affirmative action has to be completed by the question of whether it is ethical to accept compensation, or different treatment, based on the events of previous ancestors who are not present. Additionally, does the statement that one is from a specific group entitle them to preferential treatment simply by membership in a group? What about the various groups who never suffered slavery, or had ancestors who married the individuals who were expected to have slaves? Is there compensation owed for activities that did not occur? 

            I believe that the greater discrepancy is often a socioeconomic difference in the quality of the education. In spite of the length of education (12 years to achieve a high school diploma) being equal across all racial lines, often the quality available does not match across the spectrum. I suspect that providing a job with a high salary to an individual who meets a race qualification could only result in confirming the discriminatory comments, if the individual did not earn the right to maintain the job based on ability. As Kenneth Ponds described, “Racism assumes the superiority of one group over another, an attitude of arrogance and ignorance - racism extends beyond personal values and beliefs” (Ponds, 2013). A classmate commented that accepting the concept of one race is part of racial healing and the diminishment of trauma as described by Kenneth Ponds (2013). Perhaps, understanding where races come from and accepting those differences, can positively impact people and avoid discrimination. Like the saying goes, knowledge is power.

            Moreover, Appiah, (2011) suggested that affirmative action is not wrong, based on the idea that it involves assigning group rights. He does not believe it has to be about assigning rights, and that there may be “collective rights” based on group membership. He further believes that there are ongoing harms that the black community suffers which can be treated fairly. He further states that there is a right that everyone has to be treated by a process that is morally defensible, and this process may take into account a person’s membership in a larger group. I find that these statements are not compatible, since he suggests that mere membership in a group morally defends any specialized treatment of the individual members. I have to question whether he is suggesting that regardless of the treatment, a person’s membership entitles them to compensation. I believe that there is something owed, how the country deals with that issue can further the idea of discrimination. I think we have not learned to think outside the standard way of resolving issues, in order to meet the goal of eliminating discrimination. Paying back does not necessarily fix the problems with discrimination.

References

America, R. F. (1986). Affirmative action and redistributive ethics. Journal of Business Ethics, 5(1), 73-77.

Appiah, K. (2011). 'Group rights' and racial affirmative action. Journal of Ethics, 15(3), 265-280. doi:10.1007/s10892-011-9103-5

Glum, J., (2015, December 8). Who is abigail fisher? Facts about the 2015 supreme court affirmative action case. International Business Times. Retrieved from http://www.ibtimes.com/who-abigail-fisher-facts-about-2015-supreme-court-affirmative-action-case-2216026

LaFollette, H. (2007). The practice of ethics. Malden, MA: Wiley-Blackwell.

Ponds, K. T. (2013). The trauma of racism: America's original sin. Reclaiming Children and Youth, 22(2), 22-24. Retrieved from http://search.proquest.com.ezproxy.libproxy.db.erau.edu/docview/1427457869?accountid=27203

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A632.9.3.RB – Role of Emotion in Decision Making

            Emotion can play a critical role in the quality of the decisions that are made.  The human element of emotion can be contagious and can be the catalyst that ignites the willingness, and effort that is placed behind the potential for success in a decision.  The positive role of emotion can be instrumental on both the decision maker, and the client being served.

            Shiv (2011) reports that emotion plays a crucial role for the decision maker and that confidence is often underrated.  He believes that the contagion resulting from decision confidence can impact both the client and future relations, as well as similar situations.   While he reports that others often highlight overconfidence as something negative, he believes that in fact confidence can help to develop utilities can benefit the leader. Shiv (2011) points out that when a leader emerges from a decision feeling confident, the resulting passion and intensity that is subsequently applied to other issues can be an asset.

            From the perspective of the organizational output, when a leader does not solicit passion and confidence in a decision, he may be creating a client that will require ongoing high maintenance.  For example, if the expectations that the solution may work, or be considered just good enough, the client may continually appear to be dissatisfied and looking for more.  When confidence is lacking, the client does not have a reasonable expectation of having confidence in the decision either.  Client emotion creates an opportunity for everyone involved to have a personal investment in the success of the decision.  It is also possible that a positive confidence in a decision can encourage sufficient desire to put out the needed effort to make success happen.  It also suggests that early success can have a domino effect, impacting future decisions toward success.  Client emotion, involvement and genuine excitement for the confidence in decision can impact future working relationships through loyalty.

            For instance, a situation that comes to mind was when my company changed insurance providers.  Employees were faced with the decision to choose from many options with this new provider dependent upon what worked best for each individual.  First and foremost, many of us were confused and put off that we would be changing providers, since we were all very happy with the benefits provided.  Secondly, the change over would require everyone to research the new options and then decide what fit best.  I found this rather irritating.  I was happy with my old benefits and didn't want to switch.  At the end of the day, I went with a benefits package that seems to be close to what I was already using.  Despite my irritation and initial confusion, the new benefits actually seemed to be a really great thing.  The new benefits provided expanded coverage of doctors in network and also provided a more reasonable pricing structure for co-pays, etc.  

            Another example of emotions playing a large role in the decision making process was when my school classmates and myself were reviewing the requirements of a project that we were considering tackling. It was a daunting task to replace multiple systems with a single, integrated solution. However, it was a process that I was very familiar with. As we were reviewing the requirements, my classmates were acting very nervously. Everyone could tell there was apprehension about the process with all of the nuances. But as we reviewed the requirements, I assured everyone that it was definitely doable. While I expressed that it wouldn’t be easy, I showed them how each section could be broken out into smaller pieces of functionality and how it could be pieced back together. Because of my confidence, the nervousness of the students slowly started to fade away. As Professor Shiv (2011) states, confidence is contagious. While there were still questions, my confidence inspired the individuals that they could do it. As we neared the end, our confidence turned to joy, as we were able to solve such a complex problem. What started off emotionally as uncertainty and nervousness turned into confidence, which turned into the joy we felt when we finally completed such a complicated application.

            Overall, I believe that attitude is everything.  How you act and present yourself to others speaks volumes about how confident you are.  There can always be negative emotions around decisions but it is up to you to get in touch with your personal emotions and decide what is best for you.  Sometimes there is too much emotion and you need to try to let it go. Emotions play a big part in decisions because you are listening to your instincts as well as your personal feelings for the product or company.  I think emotions can be a good thing but it does need to be within certain limits.  Thoughts and emotions should balance each other out when making decisions.

References

Hoch, S. J., & Kunreuther, H. C. (2005). Wharton on making decisions. (1st edition.). Hoboken, NJ: John Wiley & Sons Inc.

Shiv, B. (2011). Brain Research at Stanford:  Decision Making. Retrieved from https://www.youtube.com/watch?v=WRKfl4owWKc

            

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A634.3.4.RB – The Harder They Fall

            In his extensive research with regard to the rise and fall of executives, leaders, entrepreneurs and those individuals we have come to admire as well as loath, Mr. Kramer seems to have hit the nail on the head when he talks about how some have fallen from grace. He repeatedly talks about those who thought fame and fortune would enhance their ability to lead, but that they did not realize how unreliable their self-perceptions were. In most cases the individuals come from behind to lead organizations and without realizing it, end up biting the hand that feeds them…the ordinary people they intended to help. The glimmer and glitz of their rank has been their demise and when they realize they have plummeted they are surprised that they were so easily dissuaded in their beliefs.

            On the other hand, there are few situations where leadership does not apply, or directly affect the ability to either be very effective or screw up marvelously. In marriage and family, compared to Kramer’s description of the leadership issues, it is easy to succumb to destructive behaviors such as desiring more than what is necessary, not believing rules apply to you, and pay the price for those mistakes (2003). I have seen this multiple times in recent years, where a parent makes decisions based on personal gain rather than the support of their family, all driven by drug use.

            The pursuit of getting high has the ability to supersede all responsibilities, which is similar to the aggressive nature of pursuing a CEO position. In many respects, power has addictive qualities, which typically leads to gaining more power and abuse of that power (Weidner, 2009). Drug addiction comes with a hefty price tag, especially when in conflict with family needs. At some point in time, the enticement of power or an addiction to illicit drugs creates a complicated lifestyle; one that cannot be supported by someone operating with drugs in their system for certain. In the case of drug use, the only path to success is to simplify lifestyle and admit to the issues at hand but not for the purpose of continuing drug use so much as to continue living a normal life as an addict.

            Parallels exist between how Kramer describes the effects of power on a leader and the effects of drugs on an addict. I have seen drug use destroy mothers and families. The impacts are widespread and deeply felt.

References

Kramer, R. M. (2003). The harder they fall. (cover story). Harvard Business Review, 81(10), 58-66. Retrieved from http://search.ebscohost.com.ezproxy.libproxy.db.erau.edu/login.aspx?direct=true&db=bth&AN=10986098&site=ehost-live

Weidner, C. K. (2009). When power has leaders: some indicators of power-addiction among organizational leaders. Journal of Organizational Culture, Communication and Conflict, 13(1), 83-99. Retrieved from