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ACTION FOR ACHIEVING AND ETHICAL SERVICY

Ethical marketing doesn’t refer to a plan in and of itself, but offers tools for companies to evaluate the
marketing strategies they use in the past, present, and future. If a company decides that an ethical
marketing strategy can increase their profits or advance their public image, they can take steps to revise
their existing marketing (See also Public Relations Specialist). In some cases this involves minor changes;
in others it will require entirely new ad campaigns.

Any ethical marketing effort will begin with a careful analysis of the company, its customers, and the
markets it operate within. Ethical marketing has many advantages, but few companies would undertake an
ethical marketing strategy if it reduces profits. Careful research is the best way to predict the effects of a
change in strategy. If ethical marketing proves to be cost prohibitive, many companies will abandon the
effort.

A company will then decide which features of their advertising to perform in ethical ways. As previously
mentioned, the field of ethics is notoriously abstract. What is right to one may be wrong to another.
Marketing professionals must reach an agreement about how they want to deliver their campaigns. They
might decide to focus on making honest claims, avoiding marketing to children, or falsely criticizing
competitors. A delicate balance has to be struck between the truth of the ad and its ability to persuade the
customer.

Finally, ethical marketers need to make difficult choices about how to leverage the capitol of their ethical
decisions. For most companies, the simple knowledge that they are doing the right thing will not be
enough of a motivating factor. Ethical marketing often highlights the ethical choices a company has made
in order to improve their public reputation. This can be a powerful way to connect with customers, but it
also runs the risk of seeming self congratulatory. Any effort at ethical marketing has to balance a
company’s self interest with their social responsibility.

One company which embodies the spirit of ethical marketing is The Body Shop, a worldwide chain of
bath and body stores. Since their inception they have been committed to treating workers fairly, avoiding
animal testing, using organic products, and promoting healthy body images. These values are often at the
center of their marketing efforts. The ethical nature of the company is highlighted as a way to differentiate
themselves from their competitors in the cosmetics industry.

1. Actions plans specify the actions needed to address each of the top organizational issues and to
reach each of the associated goals, who will complete each action and according to what timeline.

2. Develop an overall, top-level action plan that depicts how each strategic goal will be reached.

3. Develop an action plan for each major function in the organization, e.g., marketing, development,
finance, personnel, and for each program/service, etc. These plans, in total, should depict how the
overall action plan will be implemented. In each action plan, specify the relationship of the action
plan to the organization's overall, top-level action plan.

4. Ensure each manager (and, ideally each employee) has an action plan that contributes to the
overall. These plans, in total, should depict how the action plans of the major functions will be
implemented. Again, specify the relationship of these action plan to the organization's overall, top-
level action plan.

5. The format of the action plan depends on the nature and needs of the organization. The plan for
the organization, each major function, each manager and each employee, might specify:
a) The goal(s) that are to be accomplished
b) How each goal contributes to the organization's overall strategic goals
c) What specific results (or objectives) much be accomplished that, in total, reach the goal of the
organization
d) How those results will be achieved
e) When the results will be achieved (or timelines for each objective)

PUTTING COMPUTER IN ETHICS PERSPECTIVES

In most countries of the world, the “information revolution” has altered many aspects of life
significantly: commerce, employment, medicine, security, transportation, entertainment, and
on and on. Consequently, information and communication technology (ICT) has affected – in
both good ways and bad ways – community life, family life, human relationships, education,
careers, freedom, and democracy (to name just a few examples). “Computer and information
ethics”, in the present essay, is understood as that branch of applied ethics which studies and
analyzes such social and ethical impacts of ICT.
The more specific term “computer ethics” has been used, in the past, in several different
ways. For example, it has been used to refer to applications of traditional Western ethics
theories like utilitarianism, Kantianism, or virtue ethics, to ethical cases that significantly
involve computers and computer networks. “Computer ethics” also has been used to refer to
a kind of professional ethics in which computer professionals apply codes of ethics and
standards of good practice within their profession. In addition, names such as “cyberethics”
and “Internet ethics” have been used to refer to computer ethics issues associated with the
Internet.
HIGHLIGHTS IN MIS

As information system use becomes more widespread and more individuals and organizations
rely on the internet as a means of conducting business, it becomes ever more important to assure
that the internet is a place where privacy is protected.
Additionally, as organizations rely more on information systems, they become vulnerable to
attacks on these precious technologies. These are just some of the ethical issues professionals
face when dealing with information systems and emerging technologies. Although often
overlooked, ethical decision-making is an important issue for all organizations and individuals in
the arena of information technologies. In order to better understand the ethical dilemmas facing
professionals and private citizens and appreciate their consequences, researchers, practitioners
and academics must have access to the latest thinking and practice concerning ethics and
information systems( [1] ).

APPLYING A MARKETING ETHICAL DECISION MAKING THEORY TO


INFORMATION SYSTEM

Business ethics is one of the most complicated and contentious subjects in human history. The
relationship between doing the right thing and making money has been studied by both
academics and business leaders for years with little concesus reached. A survey by the Ethics
Resource Center found that 43% of respondents believed their supervisors lacked ethical
integrity. One overriding question surrounds many business practices: what is the ethical way to
sell things?

Management information systems can help you make valid decisions by providing accurate and
up-to-date information and performing analytic functions. You have to make sure the
management information system you choose can work with the information formats available in
your company and has the features you need. Suitable management information systems can
structure the basic data available from your company operations and records into reports to
present you with guidance for your decisions.
When you base your decisions on data available from management information systems, they
reflect information that comes from the operations of your company. Management information
systems take data generated by the working level and organize it into useful formats.
Management information systems typically contain sales figures, expenses, investments and
workforce data. If you need to know how much profit your company has made each year for the
past five years to make a decision, management information systems can provide accurate
reports giving you that information.
An empirical investigation was conducted to determine whether management information
systems (MIS) majors, on average, exhibit ethical decision-making processes that differ from
students in other functional business areas. The research also examined whether the existence of
a computer-based information system in an ethical dilemma influences ethical desision-making
processes. Although student subjects were used, the research instrument has been highly
correlated with educational levels attained by adult subjects in similar studies. Thus, we feel that
our results have a high likelihood of generalization to the MIS professional community. The
results indicate that MIS majors exhibit more socially-oriented ethical decision-making processes
than non-MIS majors measured by the Defining Issues Test. The results also indicate that the
existence of a computer-based information system in an ethical dilemma may influence ethical
decision-making processes. The study makes no statement regarding MIS majors making “more
(or less) ethical” decisions. The business ethics literature is reviewed, details of the study are
presented, implications for management are considered, and directions for future research are
suggested.

David Paradice is Assistant Professor of Management Information Systems in the


Department of Business Analysis and Research at Texas A&M University. His research
interests focus on the utilization of artificial intelligence in managerial information
systems and the influence of those systems on managerial decision-making behavior.
His research has been presented at international conferences and has been published
in several academic journals. He is co-editing a book of readings in the information
systems/ethics area.

Roy Dejoie is a doctoral student in the Department of Business Analysis and Research
at Texas A&M University. His primary research activities investigate the influence of
information systems on ethical decision-making behavior. He is also co-editing a book
of readings in the information systems/ethics area.

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