Presentation on theme: "Ethical frameworks for decision making"— Presentation transcript:
1 Ethical frameworks for decision making Traditionally utilitarian approachProfessional codes of conductAmerican Marketing AssociationEsomar (www.esomar.nl/codes)British code of advertising practice (www.asa.org.uk)ITC code (www.itc.org.uk)
2 Ethical frameworks for decision making Laczniak’s framework (1983) (Ross 1930; Garrett 1966)Laczniak,G.R. (1983) Framework for analysing marketing ethics, Journal of Macromarketing 3(1), pp7-18. This can also be found in the ‘Marketing Classics’ text by Enis, Cox and Mokwa.
3 Ethical frameworks for decision making Garrett (1966) 3 elements:what we intendhow we carry out the intentionwhat happensLaczniak and Murphy (1993) – conflict between stakeholdersSmith (1995); Nantel and Weeks (1996)
4 Ethical frameworks for decision making Craig Smith (1995) Marketing strategies for the Ethics era, Sloan Management ReviewMarketing Ethics ContinuumCaveat EmptorIndustry PracticeEthics codesConsumer SovereigntyThe Consumer Sovereignty Test (Fig 3 Smith and Quelch, p30)capabilityinformationchoice
5 Ethical frameworks for decision making Caveat Venditor- Limitations to Smith’s ethical frameworkThe Ethics gapLaczniaksocietal expectation/ethical reality gapprofessional expectation/ethical reality gapSummary