Transcript Philosophy

Introduction to Moral Philosophy
Agenda
• Ethics: The importantly right or wrong
• Our beliefs: Where are they coming from?
• Philosophy
– Definition and Function
– Time, Space and the World of Ideas
• Streams in Moral Philosophy
–
–
–
–
–
Deontologies
Teleology
Moral relativism
Virtue Ethics
Capitalism as morality
The Judgment (Bosch)
Criteria of What is Right
• We employ
– unconsciously selected
– circumstantially applied
– multiple frameworks
– from multiple sources
Sources I
• Religion
– practice
– beliefs
– given morality
Christ of St. John of the Cross (Dali)
• Philosophy
– historical conditions
Sources II
– social frameworks
– dissemination of ideas
– argued morality
Philosopher in Meditation (Rembrandt)
ία
• The love of wisdom or
• The wisdom of love
(Levinas’ “primordial
phenomenon of
gentleness”)
• The meaning of life
• A hierarchy of values
• From ‘magic’ to ‘trick’
• Philosopher: The flea that
climbs the fur and looks the
magician into the eye
,
form and substance, Logic
Aristotle
(384-322 BC)
Empiricism
and reason Descartes
(1596-1650)
Tension between
opposites,
Revolution
Re-evaluation of
values
NietzscheGod is Dead
(1844-1900)
Existence takes priority over what I am,
Sartre
consciousness of existence
(1905-1980)
Engels
(1820-1895)
έ ,έ & Judging the act
Formalism / Deontology
• Categorical Imperatives
• Universal Laws of
Nature
– rule
– act
• Duty
• Human Rights
–
–
–
–
–
Freedom of choice
Freedom of consent
Right to Privacy
Freedom of Speech
Due Process
Judging the outcome
Consequentialism /
Teleology
• Egoism
• Enlightened egoism
• Utilitarianism
– rule
– act
Not Judging
•Amoralism
• Light of Day
• Neutralisation
Tower of Babel (Bruegel)
Romanticism
• Dynamic view of
History
– each period has its
value
– each nation has its
soul
• We have to identify
with other people to
understand them
HENCE
• We have to identify
with other cultures to
Heidelberg Castle from Philosopher's Way understand them
• The measure of all things is man, for those that are
of being, for those that aren’t of not being
• Self reference criterion
• The only objectivity I understand is mine
• Every behaviour is rational to its agent
• Culture, the great excuse
Objective (?) measures of goodness
Justice
Virtue
Is it taught or inherent?
• Trust
• Self-control and longtermism
• Empathy: the core of the
civil society
• Fairness
• Truthfulness
Who sets the codes?
• Fair treatment and due
reward
– Distributive Justice
– Procedural Justice
– Interactional justice
• Beware of assumptions
–
–
–
–
Communism
Socialism
Capitalism
Alternative Capitalisms
Conclusion:
Some more important assumptions
•Parmenides VS Heraclitus
– nothing/everything changes
– our sensory perceptions are unreliable/reliable
• Socrates: Virtue and knowledge
• Aristotle, Descartes, Kant,...: Body and soul distinction
• Free will
–
–
–
–
Did the lion decide to become a predator?
Stoics, Spinoza: An inner cause of everything - necessity
Kant’s basis of morality: Immortal soul, god and free will
Descartes:
Applied Ethics
What do we do to remain ethical?
1. Understand motivation & inhibition
1. Hunt & Vitell 1992
2. Zarkada 1998
2. Evaluate actions using a set of criteria
1. ethics / profit trade off matrix
2. marketing ethics continuum positioning
3. consumer sovereignty test
3. Change organisational culture
1. corporate citizenship
2. whistleblower protection
Hunt-Vitell Positive Theory of Marketing Ethics
Cultural
Environment
•Religion
•Legal system
•Political system
Perceived ethical
problem
Deontological
norms
Professional
environment
•Informal norms
•Formal codes
•Code enforcement
Deontological
evaluation
Perceived
alternatives
Industry environment
•Informal norms
•Formal codes
•Code enforcement
Ethical
judgements
Organisational
Environment
•Informal norms
•Formal codes
•Code enforcement
Personal
characteristics
•Religion
•Value system
•Belief system
•Strength of moral
character
•CMD
•Ethical sensitivity
Action control
Intentions
Behaviour
Probability of
consequences
Perceived
consequences
Desirability of
consequences
Teleological
evaluation
Actual
consequences
Importance of
stakeholders
Zarkada
theory of
tendering
ethics
Ethics-Profits trade-off Matrix
high
Tough choice?
To have your
cake and eat it
Foolish
Risky and
wrong
Ethics
low
low
Profits
high
The Marketing Ethics Continuum
Consumer
interests
favoured over
producer
interests
Producer interests
favoured over
consumer interests
Industry
practice
caveat emptor
school:
profit maximisation
subject to legal
constraints
Ethics codes of
• firms
•industries
•professional bodies
caveat venditor
school:
client satisfaction
Consumer
sovereignty
•capability
•information
•choice
Consumer Sovereignty Test
Dimensions
• Capability
Adequacy tests
 vulnerability factors
age
education
income
social status
• Information
• Choice
 availability
 sufficiency
 quality
 level of competition
 switching costs
A theory of Corporate Citizenship
ANTECEDENTS
CONSEQUENCES
Market Orientation
•Customer Loyalty
•Customer Orientation
•Competitor Orientation
•Interfunctional Coordination
.48***
Corporate Citizenship
•Legal .26*
Humanistic
•Ethical
Orientation
•Discretionary .25*
•Economic
Competitive
Orientation
Organisational Commitment
Business
Performance
Moral Issues in Marketing
Management
Frameworks for analysis
• Value-oriented framework: on the basis of
the values which they infringe
• Stakeholder-oriented framework: on the
basis of whom they affect
• Power based analysis: identifying where the
power in the exchange relationship lies and
whether the power balance is relevant at all
• Process-oriented framework, in terms of the
categories used by marketing specialists
Process-oriented framework
• Functions:
– market selection
– market research
– channel
relationships
– marketing
management
• Plans and decisions
–Product
–Price
–Promotion
–Place
Grey areas I: Marketing Functions
 Market Segmentation & positioning
 unnecessary products or harmful products to
disadvantaged or vulnerable consumers
 elderly
 children (schoolyard promos)
 minorities
 mentally unstable
 developing markets with limited exposure to marketing
tactics
“endebtedness” as a criterion of vulnerability
excluding consumers
 elderly
 gay
 +size
 3rd world countries
 Market research
 invasion of privacy
 stereotyping
 secret shoppers
 SUGGing (selling under the guise of research)
 FRUGGing (fund raising under the guise of
research
 push polls (attacks disguised as phone polls)
 confidentiality
 data
 misrepresentation
 falsification
 Channel relationships
 suppliers & subcontractors
 bid –shopping
 contract variations
 competitors
 market saturation
 price wars
 cartel arrangements
 negotiation ethics
 misrepresentation of position
 bluffing
 falsification
 deception
 manipulation of constituencies
Management
bribery
 facilitating payments (palm greasing)
 middlemen commissions
 political contributions
 cash disbursement to governments
reciprocal purchasing
collusive practices
regulated markets - ENRON
Grey areas II: Marketing
Mix
Product
 safety
 normal usage conditions
 children & elderly
 reasonably expected use with other products
 instructions, warnings and product info
 me-too & copycat products
 copying is the highest form of flattery
 feeling vs being secure: IT security me-toos
driving good products out of the market
 service delivery
 confidentiality
 confidentiality & public interest conflicts
 denying or withholding services
 promoting services & competition conflicts
 protection against counterfeighting
 Professional Associations, certification and
portability of qualifications
product bans GR
 damaged caused
• προϊόντα laser
 proof of non-responsibility (provider)
 proof of damage & relevance to service
(consumer)
environmental impact of product &
packaging
• pvc με φθάλιο
• αναπτήρες φανταιζί
• >1% υδροφθόριο
• κράνη μοτοσυκλέτας
που δεν είναι συμβατά
με το R22
Grey areas III: Marketing Mix
Price – effect on competition
 barrier-creating and practices exploiting barriers
 price fixing and all forms of collusion (illegal)
 predatory or destroyer pricing (illegal under competition laws)
 dumping = international predatory pricing
 supra competitive pricing
 exploiting legal advantage
 following successful predatory pricing
 price discrimination
 monopoly and oligopoly markets
 services
 problems: customer segmentation, rate fencing and prevention of arbitrage
 artificially differentiated “premium” products (espresso!)
 special offers, seasonal discounts, clearance sales
 skimming pricing (riding down the demand curve)
 variable pricing = price discrimination with bargaining or bidding
 Price – effect on the consumer
 misleading pricing
 gouging = pejorative term for coercive monopoly (felony)
 Definition: Profiteering under conditions of being short-term, localized, and by a
restriction to essentials such as food, clothing, shelter, medicine and equipment
needed to preserve life, limb and property
Collusive tendering
When a number of several firms
that have been invited to tender
come to an explicit agreement
either not to tender , or to tender
in such a manner as not to be
competitive with one of the other
tenderers, or they all inflate their
estimates to accommodate fees,
commissions and other
undisclosed payments to parties
unrelated to the production
process.
Grey areas IV: Marketing Mix
Promotion
 deceptive/misleading ads
 puffery and testimonials
 socially harmful ads
 sexual innuendo & harassment
 violence
 profanity
 stereotyping
 taste & controversy
 shock tactics
 attack ads
astroturfing (fake spontaneous events)
 pushy sales techniques
Place
 discriminatory distribution
 exercise of power in n/w
 franchise agreements
 Direct marketing
spam
 review sites
 shills, plants, shill bidding on e-bay
Campaign: Όλα είναι θέμα
επιλογών - Η ΝΔ κάνει τις δικές
της 8/1/09
Ethics as a marketing tactic
 Values as an asset to be sold and bought - The Body shop
case
 2000 stores in 54 countries sold for £652 m to L'Oreal
 Roddick, (£130m) “the French executives persuaded me that they
wanted to learn from the Body Shop's way of doing business”
 Piggy-backing on liberation marketing
 Gap khakis endorsed by Jack Kerouac
 Nike ‘just do it’
 Greenwashing
 re-use towels cards in hotels
 green cars in Norway
 "linguistic detoxification“
 sewage sludge = biosolids & used as fertilizer (contains dioxin, arsenic, cadmium, lead, and
asbestos)
 low-level radioactive waste = "beyond regulatory concern", & buried in
conventional landfills
Six sins of greenwashing
(TerraChoice 2007, 1.018 randomly chosen common products surveyed )
 Sin of the Hidden Trade-Off: e.g. “Energy-efficient” electronics that contain
hazardous materials. 998 products and 57% of all environmental claims
committed this Sin.
 Sin of No Proof: e.g. Shampoos claiming to be “certified organic,” but with no
verifiable certification. 454 products and 26% of environmental claims
committed this Sin.
 Sin of Vagueness: e.g. Products claiming to be 100% natural when many
naturally-occurring substances are hazardous, like arsenic and 196 products or
11% of environmental claims.
 Sin of Irrelevance: e.g. Products claiming to be CFC-free, even though CFCs
were banned 20 years ago. 78 products and 4% of environmental claims.
 Sin of Fibbing: e.g. Products falsely claiming to be certified by an
internationally recognized environmental standard like EcoLogo, Energy Star
or Green Seal. 10 products or less than 1% of environmental claims.
 Sin of Lesser of Two Evils: e.g. Organic cigarettes or “environmentally
friendly” pesticides, This occurred in 17 products or 1% of environmental
claims.
Negotiation ethics
(1) Traditional competitive bargaining:
• Misrepresent your real objectives to the other party.
• Make an opening demand that is far greater than what you
really hope to settle for.
• Make an opening offer or demand so high (or low) that it
seriously undermines the other party’s confidence in their
ability to negotiate a satisfactory settlement.
• Intentionally convey the impression that you are in
absolutely no hurry to come to a negotiation agreement,
thereby putting more time pressure on the other party to
concede quickly.
Negotiation ethics
(2) Misrepresentation:
• Intentionally misrepresent factual information to the other
party to support your negotiating position.
• Intentionally misrepresent factual information to the other
party, when you suspect that they would do it too. (New
variable.)
• Intentionally misrepresent factual information to the other
party, when you know that they have already done it.
Negotiation ethics
(3) Bluffing:
• Threaten to harm the other party, if they don’t give you
what you want, even if you know that you will never
follow through with that threat.
• Promise that good things will happen to the other party, if
they give you what you want, when you know that you
can’t (or won’t) deliver these good things.
• Lead the other party to believe that they can only get what
they want by negotiating with you, when you know that
they could go elsewhere and get what they want cheaper
or faster.
Negotiation ethics
(4) Misrepresentation to opponent’s network:
• Threaten to make the other party’s negotiators look weak
or foolish in front of their boss or others to whom they are
accountable.