Building Reputation Points

Experts at Wharton say the success of a corporte reputation reclamation project depends on the company's image when a crisis hits.

Thomas Donaldson, Wharton Professor of legal studies and business ethics says "The starting point matters a lot. The old saying that a reputation takes years to accumulate, but can be destroyed overnight, is only half true. If you have a good reputation, you are given the benefit of doubt. If a company has a bad reputation, it gets the detriment of the doubt."


From an Article form knowledge@Wharton, 2007
Reprinted in Corporate Dossier, Economic Times, India,as
Can't Run, Can't Hide
5 October 2007

Ethical Norms for Marketing

Marketers must do no harm. This means doing work for which they are appropriately trained or experienced so that they can actively add value to their organizations and customers. It also means adhering to all applicable laws and regulations and embodying high ethical standards in the choices they make.

Marketers must foster trust in the marketing system. This means that products are appropriate for their intended and promoted uses. It requires that marketing communications about goods and services are not intentionally deceptive or misleading. It suggests building relationships that provide for the equitable adjustment and/or redress of customer grievances. It implies striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process.

Marketers must embrace, communicate and practice the fundamental ethical values that will improve consumer confidence in the integrity of the marketing exchange system. These basic values are intentionally aspirational and include honesty, responsibility, fairness, respect, openness and citizenship.

American Marketing Association
http://www.marketingpower.com/AboutAMA/Pages/Statement%20of%20Ethics.aspx

Moral Common Sense

A. Avoid harming others
B. Respect the rights of others
C. Do not lie or cheat
D. Keep promises and contracts
E. Obey the law
F. Prevent harm to others
g. Help those in need
H. Be fair
I. Reinforce these imperatives in others

K.E. Goodpaster
Ethics in Management
Harvard Business School Press
1984
P.6


Discussed in the article "Corporate Ethics and International Business: Some Basic Issues - Part I" by Klaus M. Leisinger, Novartis Foundation for Sustainable Development, Hong Kong, June 2nd, 1994.

Dark Side of the MBA culture

"The "dark side" of the MBA culture is the attitude that demands bending the rules"

says Santa Clara's Hanson, who taught ethics at Stanford -- where, incidentally, one of the Enron board members, Robert Jaedicke was B-school dean from 1983 to 1990.

Article
Where Can Execs Learn Ethics?
Business Week Online
13 June 2002

http://www.businessweek.com/bwdaily/dnflash/jun2002/nf20020613_6153.htm

Ethics - Students

"Unless the entire faculty owns the ethics agenda, it's not going to work."



Kenneth Goodpaster
Professor
University of St. Thomas' elite College of Business



A statement in the article,
Corporate scandal as a teaching moment: business school aims to make ethics a flagship, not a fig leaf, of curriculum - Catholic Colleges And Universities - University of St. Thomas' College of Business
http://findarticles.com/p/articles/mi_m1141/is_1_39/ai_94079375

Business Ethics

"The workplace is a school for ethics,'' "Ethics education goes on throughout one's life and it's not over at any point; it keeps going all the way to the grave.''


Kenneth Goodpaster, Koch Endowed chair in business ethics at St. Thomas, said that faculty at universities and colleges must take "ownership'' of the importance of integrity. In addition, he said, people's success should not be measured solely by income level or ranking at a Fortune 500 company but rather by their ethical agenda.

http://www.cebcglobal.org/Newsroom/News/News_110403.htm

Kenneth Goodpaster is author of the book, Ethics in Management, published by Harvard Business School Press in 1984.

Ethics and Society - HBR 2006

Ethics and Society
Building the Green Way
Charles Lockwood
June
Reprint R0606J

Energy-Credit Buyers Beware
Auden Schendler
Forethought, September
Reprint F0609E

Pirates Inside
Leigh Buchanan
Forethought, March
Reprint F0603J

Where Babies Come From: Supply and Demand in an Infant Marketplace
Debora L. Spar
February
Reprint R0602H