Abstract Along with China’s stunning economic growth, marketing has become a multi-billion dollar business, afflicted by a plethora of marketing scandals. However, little attention has been paid, until now, to a more systematic approach to marketing ethics in China. This essay attempts to provide a broad and timely, but far from complete, view on marketing issues in China. It uses four ethical guidelines which capture the fundamental features particularly relevant to marketing activities: practicing honest communication; enhancing human capabilities; fostering creative (...) intercultural diversity; and promoting sustainable growth and eco-efficiency. These guidelines are then elucidated with 12 positive and negative cases of Chinese and non-Chinese companies. By combining guidelines with case studies, it is hoped that ethical challenges for marketing in China will be discerned in a more systematic and comprehensible fashion. The article concludes by indicating several perspectives for further research. Content Type Journal Article Category Original Paper Pages 1-20 DOI 10.1007/s13520-011-0014-0 Authors Georges Enderle, Mendoza College of Business, University of Notre Dame, Notre Dame, IN, USA Qibin Niu, School of Business Administration, China University of Petroleum, Changping, Beijing, People’s Republic of China Journal Asian Journal of Business Ethics Online ISSN 2210-6731 Print ISSN 2210-6723. (shrink)

This paper examines what managers ought to do when confronted with apparent moral conflicts between their managerial responsibilities and the general requirements of morality, specifically when those conflicts are driven by the institutional environment. I examine Google’s decision to enter the Chinese search engine market as an example of such a conflict. I consider the view that Google’s managers engaged in justifiable moral compromise in making the choice to engage in self-censorship and show how this view depends on the idea (...) of genuine moral dilemmas or irresolvable moral conflicts. I argue that there are serious reasons to doubt the existence of genuine moral dilemmas both in the abstract, as well as in the context of managerial responsibility. I propose an alternative account for what Google’s managers ought to do, as well as others who face relevantly similar situations. The account contains two conditions for permissibly contributing to another party’s failure to live up to their moral responsibilities. The first condition is that the manager must intend and act in such a way as to minimize the firm’s complicity in the other entity or actor’s failure, which in most cases will imply a duty for the manager to take actions that aim towards changing the institutional context. Under the second condition, managers ought to communicate to the firm’s constituents that they take seriously the importance of the interests at stake. (shrink)

In this article, I will argue that it is time to rethink and reconfigure some of the established assumptions underlying our conception of moral responsibility. Specifically, there is a mismatch between the individualism of our common sense morality and the imperative for collaborative responses to global problems in what I will call the “collective age.” This must have an impact also on the way we think about the responsibility of corporations. I will argue that most plausibly we ought to reframe (...) corporate responsibility as a conception of collaborative responsibility. Such a conception of collaborative responsibility is characterized by five key elements: first, it is based on the moral imperative for collaboration. Second, it shifts emphasis from commission to omission. Third, it is not only negative but also, and perhaps essentially, positive responsibility. Fourth, it is political responsibility. And finally, it is, most basically, human rights responsibility. (shrink)

This article focuses on the collective leadership of the civilian authorities of the British Channel Islands during the Nazi Occupation (1940-1945), and draws lessons from their ethical performance. The first part of the article determines that local officials in the Channel Islands disposed of operative margins, but that - in the interest of collaboration - these were not always used to the full. This article then details institutional factors that contributed to commonalities between the two bailiwicks of Jersey and Guernsey, (...) as they faced up to occupation. The second part of this article follows up with the dissimilarities, one of which is that Guernsey travelled further down the road to collaboration than her sister island. Social capital depletion is credited as being responsible for this; and this situation was further compounded by lack of 'ethical leadership'. The final part explores the relationship between social capital and leadership ethics, suggesting that virtue serves as a catalyst for social capital stock in crisis situations. The core research outcome is that ethical leadership produces tangible efficiency and moral effects in situations of extreme duress (such as Nazi Occupation) where one could have expected very little or no scope for such a thing. This is an uplifting message that runs counter to scepticism as to the practical value of business ethics. Implications are drawn with regard to the challenge of reconciling MNE activities with the moral complexity posed by globalization. (shrink)

ABSTRACT:Partnerships between companies and NGOs have received considerable attention in CSR in the past years. However, the role of NGO legitimacy in such partnerships has thus far been neglected. We argue that NGOs assume a status as special stakeholders of corporations which act on behalf of the common good. This role requires a particular focus on their moral legitimacy. We introduce a conceptual framework for analysing the moral legitimacy of NGOs along three dimensions, building on the theory of deliberative democracy. (...) Against this background we outline three procedural characteristics which are essential for judging the legitimacy of NGOs as potential or actual partners of corporations. (shrink)

While considerable attention has been given to the harm done to consumers by marketing, less attention has been given to the harm done by consumers as an indirect effect of marketing activities, particularly in regard to supply chains. The recent development of dramatically expanded global supply chains has resulted in social and environmental problems upstream that are attributable at least in part to downstream marketers and consumers. Marketers have responded mainly by using corporate social responsibility (CSR) communication to counter the (...) critique of CSR practice, but these claims of ethical corporate behavior often lack credibility and can result in a backlash against brands. The article argues that more adequate attention to the harmful upstream effects of downstream marketing and consumption decisions requires greater attention to stakeholder marketing and marketer efforts to help create responsible consumers. It concludes by identifying implications for further research in this important emergent area of marketing ethics. (shrink)

This case study discusses the economic, legal, and ethical considerations for conducting clinical trials in a controversial context. In 2010, pharmaceutical giant Roche received a shame award by the Swiss non-governmental organization Berne Declaration and Greenpeace for conducting clinical trials with organs taken from executed prisoners in China. The company respected local regulations and industry ethical standards. However, medical associations condemned organs from executed prisoners on moral grounds. Human rights organizations demanded that Roche ended its clinical trials in China immediately. (...) Students are expected to review the economic and ethical issues regarding the outsourcing of clinical trials to controversial human rights contexts, and discuss how to make business decisions when there are conflicts between making profit and ethical considerations. Was Roche complicit in the human rights violations that were related to its clinical trials? Future patients might benefit from these clinical trials. Do profit and the greater good, in general, trump morals? (shrink)