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Toms of Maine

By: Dynafrom Wang

Review Questions

1. Toms of Maine uses a very utilitarian and moral-rights view of thinking for ethical behaviour. The company respected employees rights, and promoted ethically responsible behaviour within employees by asking them to volunteer in the community. It was utilitarian in that Toms of Maine insisted in donating to charitable causes, and asking employees to donate their time as well. The company also stresses the common goodin its endeavours as the company was concerned for the wellness of the customers, employees, and nature.

2. Toms wanted the company to distinguish itself from the competition, so rather than competing with corporate giants, it would control a greater segment in the niche markets. This was done by establishing a mission statement which was characterised by its commitment to social responsibility, authenticity, and quality.

3. Tom employed the proactive strategy since he was the trend setter for his market. His company pushed boundaries for social responsibility by promoting environmentally safe products, he also shown commitment to community by promoting community-volunteering through his employees. He was a leader in this respect to the market which is why he followed the proactive strategy.

You Do The Research

1. Depending on market trends and market share he could go either way. He could merge to access higher amounts of capital and to also penetrate other markets through superior marketing teams employed by bigger firms. On the other-hand he may lose control, and his company’s views may be assimilated.

2. They could not work at bigger firms simply because the firms have different customer bases. If they were to implement Toms management technique in volunteering, donating and etc, it would drive up costs for production, lower profits, and customers may be turned away from more expensive products.


Industry Canada views of CSR are that it helps companies become more innovative, productive, and competitive by supporting operational efficiency gains; improved risk management; favourable relations with the investment community and improved access to capital; enhanced employee relations; stronger relationships with communities and an enhanced licence to operate; and improved reputation and branding.

Canadian Business for Social Responsibility - Companies engaged in CSR can quantify measurable

benefits, including:

Reduced operating costs

Enhanced brand and image reputation

Improved stakeholder relationships

Increased sales and customer loyalty

Increased ability to attract and retain employees

Publicity and increased public image from good works

Computer Ethics Institute

1. Thou shalt not use a computer to harm other people.

2. Thou shalt not interfere with other people's computer work.

3. Thou shalt not snoop around in other people's computer files.

4. Thou shalt not use a computer to steal.

5. Thou shalt not use a computer to bear false witness.

6. Thou shalt not copy or use proprietary software for which you have not paid.

7. Thou shalt not use other people's computer resources without authorization or

proper compensation.

8. Thou shalt not appropriate other people's intellectual output.

9. Thou shalt think about the social consequences of the program you are writing

or the system you are designing. 10. Thou shalt always use a computer in ways that ensure consideration and respect for your fellow humans.

Social Responsibility

Social responsibility is the obligation of organization management to make decision and take actions that will enhance the welfare and interests of society as well as the organization. Social responsibility is quit important to the society, organization and human.

There are several reasons to support the importance of social responsibilities. It is related to the ethical responsibility, and differentiates into difference level of social responsibilities, which is economic, legal, ethical, and discretionary responsibilities. There are six main areas of social responsibility, the employees, providers of finance, consumers, community and environment, government, and other organizations or groups.

Starbucks view on CSR is: to help build stronger local communities, to minimize our environmental footprint, to create a great workplace, to promote diversity and to be responsive to our customers’ health and wellness needs for sustainable development and growth.