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Issue construction: Theoretical perspectives used to elaborate on the issue I Consequentiality – Ethical Egoism: Self interest to garner business support Justified * Consequentiality – Utilitarianism: Went against view of majority; unjustified * Demonology -Kantian: In accordance to moral rules of Saudi Arabia, against principle moral of rights * The Conventional Approach: Follows conventional Saudi Rabbi’s advertising; Justified | 3.
Issue construction: Uncertainties inherent in the issue I Business ethics and corporate social responsibility- search for universal values for international commercial behavior * Cultural Imperialism – Infringement of Islam values- Westerners criticize what they do not understand, it might not be right to criticize Kike’s behavior * Intent of altering Saudi Catalogue – intent remains unknown | 4.
Explanation & Justification: Effects on key stakeholders I * Kea as a corporation & its employees- negative repercussions on its reputation and credibility thus imperative for the company to adopt an international guideline Kike’s local and global customers- many Swedes were offended by Kike’s decision * Swedish overspent – have portrayed Sweden as being gender unequal | 5.
Conclusion: Values, synthesis, and tradeoffs I * Important that Kea stands by its values in all circumstances * In order to send the correct message to its consumers target * Corporate red light to Kea to take cultural marketing issues more seriously * Act in the interest of its stakeholders as it serves an indirect representation. * How to reconcile localization with a universal ethics code, however, will remain a challenge for Kea as well as other corporations. I Checklist 1. Summary page 2. 00 to 1100 words Essay 3. List of References 4. Signed Declaration of Academic Integrity 5. Self-assessed Ethical Reasoning Rubric NANNING BUSINESS SCHOOL BAOBAB – Business Gone Green Ethical Reasoning Assignment 1095 words (excluding headers, sub-headers and citations) Name: Chic Ginning Student Matriculation No. : Lulu 110173A Instructor: Dry Josephine Lang Definition of the Ethical issue ‘kea, the international furniture company, edited women from their Saudi Rabbi’s catalogue.
This action is deemed ethically inappropriate, as it seems to support gender inequality, which goes against Kea Group and Swede’s values. (Quinn, 2012) Some may argue that Kea was submitting to pressure from the conservative Islamic state while others say that Kea was Just respecting and being understanding towards Saudi Rabbi’s cultural standards. This media coverage aptly reflects the pervasive ethical business challenge faced by globalizes companies, where it is difficult to find a balance between international commercial behavior and localization of marketing communications.
Moreover, this issue could lead to further ethical implications such as cultural imperialism, which will be discussed further. Theoretical Perspectives to Elaborate on the Issue ) Principles approach Consequentiality – Ethical Egoism Under the egoism approach, Kike’s decision is justifiable as the move to satisfy Saudi monarchy’s gender segregation rules (Kenney, 2012) could be seen as an act of self-interest to garner business support in a male- dominated society.
On the other hand, Kea may have also thought that it is an ethical action to be sensitive to women’s rights in Saudi Arabia and conform to them. Consequentiality – Utilitarianism On the basis that following the view of the majority will produce the best consequence, Kike’s action is unjustifiable as its action is against the values of ‘kea, Sweden and even United Nations (United Nations Millennium Goals). Kike’s act has thus garnered many bad press and negative reaction from the general public. It has also worsened its own brand image and reputation in the globalizes economy.
Demonology -Kantian Kike’s actions are in accordance to moral rules dictated by the Shari council as women’s rights in Saudi Arabia is largely influenced Ana Attlee Day Islam Ana tribal customs. However, tens contracts Witt teen moral principle of rights stating that, ” All human beings are born free and equal in dignity and rights. (Article 1 of the Universal Declaration of Human Rights) 2) The Conventional Approach In this final approach, the Justification of an act depends on the prevailing norms of the society.
In Saudi advertisements, women only appear infrequently. (Quinn, 2012) It is not unusual to see censors blacking out many parts of a women’s body in imported magazines. Thus Kike’s actions will be deemed acceptable to the conventional approach of advertisements in Saudi Arabia. From the different theoretical perspectives above, it clear that the moral rules and principles that Saudi Arabia follows is different from the rest of the world. Thus it really boils down to which values do Kea chooses to uphold.
Uncertainties Inherent in the Issue Business ethics and corporate social responsibility Being a globalizes business, Kea will be constantly dealing with business ethics issue such as the search for universal values for international commercial behavior. For example, when you adapt your business practices to the country customs, cultural values and legal requirements, it might be seen as unacceptable in your home markets. (Baker, 2012) Vice versa, if Kea were to release an unaltered version of the catalogues in Saudi Arabia, would there be a clash in the Muslim community?
This business uncertainty remains a challenge to international companies. Cultural Imperialism – Infringement of Islam values Furthermore, there are many misconceptions in the West about women’s life in Saudi Arabia (NAVAL, 2012). Western critics towards women rights in Saudi has “failed to understand the uniqueness of Saudi Society'(Scope, 2010) and thus should not inflict western values or lifestyles on the Saudi Arabians said Journalist Amah Awake, a frequent critic of Saudi patriarchal customs. Hill, 2007) Since Westerners criticize what they do not understand, it might to be right to criticize Kike’s behavior when Kea is being sensitive to their culture. Intent of altering Saudi Catalogue While the reason why Kea decided to steer away from their progressive Swedish values at home is unclear, it is difficult to ascertain whether the issue was ethical as mentioned earlier. Effects on key stakeholders Kea as a corporation & its employees ‘Kea NAS always Eden a Drank conscious company won NAS an Image Tanat cares tout sustainability and its moral values.
The company is named one of the World’s Most Ethical Companies’ for the fourth consecutive year in 2010. Prizewinners, 2010) However, the fact that the company could betray the company’s values at the drop of a hat, have disappointed many of its customers. Even though Kea was quick to apologies, its actions already has negative repercussions on its reputation and credibility. (Knowledge@Wharton, 2012) Therefore, it is imperative for the company to adopt an international guideline for its employees to follow to better deal with such dilemmas in the future.
The company continued: “We are now reviewing our routines to safeguard a correct content presentation from a values point of view in the efferent versions of the KEA Catalogue worldwide. ” (Quinn, 2012) (b) Kike’s local and global customers Moreover, many Swedes were offended by Kike’s decision, believing that the deletion of women from the Saudi catalogue portrayed their country as being “gender unequal. “(Basic, 2012) Global customers who are supporters of women’s rights will also think less of Kea and be less loyal towards ‘kea. C) Swedish government Even though Kea is a private company, it inevitably projects an image of Sweden around the world. (Swedish equality minister Amok Subunit, CB News, 2012) An article of the Swedish Institute also further substantiates that “Kea is doing more for the image of Sweden than all governmental efforts” (W¤steers, 0. , 2009). As mentioned, Kike’s decision might have portrayed Sweden as being gender unequal, thus it is important for Kea to uphold Swede’s image, as it is a corporate representation of the country. In all, Kike’s reputation has taken a toll and should operate with the right values expected from its customers.
Conclusion Based on the ethical theories of egoism, conventional approach and moral rules in Saudi Arabia, Kike’s actions are deemed ethical while based on utilitarianism and principles of rights, their actions are deemed unethical. While one can never satisfy everyone, it is important that Kea stands by its values in all circumstances, (I. E. Sent the original Swedish version of the catalogue to Saudi Arabia) especially when it involves a violation of human rights, (Knowledge@Wharton, 2012) to send the correct message to its consumers target.
While there might be nuances of cultural imperialism when different stakeholders criticize Kike’s actions, it once again boils down to understanding both cultures fully before making a stand. To recapitulate, through globalization and communications revolution, it is inevitable for companies to face ethical and cultural conflicts. Kea reflects the realistic marketing choices confronting many globalizes companies around teen world, Walt teen companies not nestling to localize toner marketing communications though it is against the company’s code of conduct.