CCGL9018 Corporate Social Responsibility : Mckinstry Advertising Agency

Question 1 
Describe the facts you feel underpinned the ‘McKinstry Advertising Agency’ case. Be sure to include a brief account of the ethical assumptions and values of the major stakeholders in this case.
What is going on in the case?
Be sure to include only that information that is directly relevant to the ethical dilemma. The inclusion of information that is not relevant to the ethical dilemma, no matter how interesting will not attract marks. 
NO “introduction”, “contents page” or “executive summary” required- juet get on with it! 
Question 2 
Who was the decision-maker in the case, and what conflicting demands did they have to accommodate?
Identify who the decision-maker is…
Discuss the competing demands that the decision-maker is exposed to….
Question 3 
What was the initial ethical dilemma faced by the decision-maker in this case?
Your ethical dilemma must be expressed as two exactly opposite alternatives
Be sure to conclude by stating why both alternatives are undesirable for the decision-maker specifically 
Question 4 
Using the Utilitarian, Kantian, Rights, and Distributive Justice approaches to ethical decision-making, provide an analysis of the initial ethical dilemma you identified in the case.
To answer this question well, you need to allocate each theory its own section.
There is NO NEED to define the theories themselves – just apply the theories as you understand them! 
After applying all of the theories, review the results and construct a final recommendation to the decision makers.

Question 5 
Present and justify the final recommendation you would have made to the decision-maker in this case had they asked you for advice on how to resolve their initial ethical dilemma.
Identify and justify the final recommendation would you have made given the opportunity to consult with the decision-maker. 
Make sure that you also deal with the penalty associated with that decision. 

Q 1. Introduction

The case of McKinstry Advertising is one of a classic example of ethical application of AAA frameworks established in business decision making. The case suggests the dilemma of ethical perspective of a product’s use over the ethical norms established as per the rule of law. The AAA frame work use for the business is been critically analyzed to recommend the steps needed to be taken while also give an idea about the success or failure of the decisions and dilemma encountered. The competences developed by business by the virtue of introducing client need specific advertising guideline are being questioned by an employee of the advertising firm. The case is discussed on the grounds of ethical prospect of the business in a competitive market. Marilyan as an you associate did not want to work on a project that detected laser from miles away which are used by highway traffic control authorities to check on the vehicle speed. Her explanation was based on ethical grounds tat since speedy car accounts for nearly 75% of all road accidents in many parts of US. Thus this technology would ensure the user to slow down when the laser signal is detected and avoid penalty due to fast driving. The account manager George was furious about this and in feet of rage asked her to quit or work in accordance to the will of the Advertising firm. The case was of a nature that had values of the young executive involved while the necessity of business led George ignore the ethical aspirations of Marilyn.

Q2. Decision making

The case suggests that the learner is the President of the firm. The job o the president was to come to a solution where the account manager George and the young Marilyn can be satisfied with a good use of judgment. The cause of road accident is one that is not always due to sped but because of the use of intoxicated substances, poor light, mechanical failure. Further when police used radar to detect sped the radar detecting technologies acted in the same manner to alert the driver to reduce speed or face penalty. Further the client commitment and George’s experience were the other pressing issues for the president. The use of such technology would cause accident to reduce is not a valid argument while the use of detection technology to reduce speed is something that is not ethical too. However, such devise existed and had no proof of being a life saver or destroyer if not used or used. The legal application was hazy while in US 75% of the vehicle used it and had no Public or legal opposition. Thus accommodating all these issues were to be made.

Q 3.Ethical Dilemma

The decision maker had the dilemma of doing the job for the client which they were supposed to do and do it as per the need of the client. However, the ethical point raised by the employee who suggested that road accident avoiding norms is an ethical and social responsibility. However, the responsibility of the advertising agency is not to question ethical aspect of innovation but promote the concept leaving the people to choose. No false information was given neither the advertising was ethically no bound to a suggestion that do not have proven data or is been subjected to public scrutiny in the past.

The two alternatives that the decision maker had was either to sack the executive or to follow the line of ethical dilemma as proposed and go against George and the client’s interest. Both the points were not feasible for a president to follow being the chief of business. The business would get a bi jolt financially and in terms of manpower or capita asset resignation like George which would be a big loss for the business where the client’s appreciation for his job was great and the 20 years of Account manager’s expertise was something that the business had to have for sustainability. On the other hand asking the executive quit from the job for a ethical and moral standing that was not based out of any personal interest but for a larger social cause would be a step that may be taken as a de-motivating , authoritative and arbitrary in terms of business ethics and policy wise functioning. Thus the two alternatives of opposite nature were unviable in always to be considered for execution.

Thus neither the use of pressure tactics of George who threatened to quit would be taken in a way too seriously while the change of the new executive’s role from one account manager may be done. This would reduce the rage of George as the assistance of George was needed. The ethical perspective of Marilyn was another that was also considered for further deals except the one which the firm already committed upon. Thus the client’s delivery delay is an issue while no change of stance of the employees in the aspect if advertising a product with some specification that have perceived links with unethical use were to be considered equally. Thus the decision to be taken was considered by the learner to go with the advertising as the product was not something new in use which was not used for same purpose before. Legally it was not a devise that has harm associated or was considered illegal while there is no evidence that using it or not would have any effect on road accidents. Lastly the firm would lose the business as the product would be transferred to other agency and thus the ethical stand point was not a good reason to scratch the contract. Hence the ethical dilemma was kept aside as it could not outweigh the reason for greater good and business profits.

Q4. Utilitarian, Kantian, Rights ad Distributive Justice systems 

The approaches used by the managers in global arena to execute the three aspects of globalized business administrations. The adaptation, aggregation and arbitrage are the three requirements of business and business managers to be effective in business and take decisions for business those are adhering to the global business ethical standards. The same is discussed with the AAA framework of business.

Adaptation: The need for a business to accommodate its operations with the needed global competencies to increase its viability in terms of interracial market share gain. The exploration of local markets and develop economy of scale in profusion is the idea. The adaptability the business in developing its business strengths has to adapt in accordance to the needs of consumers, market taste, and competitive structures. Configuring the market tastes, geography, economy etc are few adaptability issues that the manufacturer needs to consider. The development of manpower suitable for the businesses developed who are to be the capital assets for the business while adapting to new process and skills for the same. The corporate idea is to merge the business objectives so that the corporate image and involvement with locals are important for corporate governance. The vibrancy, sharing attitude, decentralization of decision making the team motivated and make them give best in the local markets thus innovation and idea flow enhanced. The utilitarian aspect too suggests the adaptability aspect to generate the maximum utility. Again the view of such utility balance the decision between George and Marilyn may be used to decide whose utility is more acute for the business and what all utility do the ethical stand pint observed had to be considered in a serious business development note.

The Aggregation: The term itself signifies the economic and standard developments at par with intentional standards. The horizontal expression and transmission of globally practiced used ideas for standardizations. The emphasis and scale for economy generation as well as quality aspects are considered here too. However the power centers are generally managed by the Head of departments the fear of having backlash due to homogeneous practices are not equally treated as same by many as due to difference in culture and tastes. The aggregating is the part of business that formulates it internal, legal, manpower that determines the benchmarking for the specific market while develop edge over the competing firms. The arrangement of business operational a profit activity, allocation of tasks,, strategic time bound targets are supervised to see the execution sat par with along with supervision to keep the objective and guidance to the path to business development among clients and stakeholders, as desired. The distributive justice system is observed as the justice is done with decision making that ensures justice and aspirations of all or the maximum of he people while deciding.

The Arbitrage: Businesses like Apple, Microsoft are few to name among many that have acquired a good repute internationally. The ability of the business in gaining the global market share is a issue that suggests that’s dependent upon the specialization he business that has made it as it is today. Dismissal of suppliers involved in mal practices, incorporating suppliers with credibility and honor political interventions that may affect the production is also kept in mind. This process generally entails a leader who provides the direction, provide strategic direction. Thus the leader’s authority to replace ones intentions in business and show the power and arbitration capacities in the case is the aggregate of the ethical and business instruments at his command. The argument put forth is been directed towards the advantage building. However the leader role in identifying the needed processes and change along the necessities for doing business The other parts of such plans are for major social and national benefits where the commoner’s hall get the needed fasciitis to help them in need. Nevertheless, the extra complexity in terms of occurrences to be successful needs special look and introspection. The other aspect is the change of position which may bring in new problems in terms of policy stability and aspirations. Kant’s observations suggest the ethical practice irrespective of objections as a part of rules and duty was observed by the employee Marilyn. However, the consequence on business or the Account Manager was not considered. The rights of one may create barrier to other’s goodwill or wishes thus the rights of expression was given a scope by the President while the right to terminate was to be decided and may be considered unethical from a Distributive Justice point of View.

Q5. Recommendations

The case is such which needs a two way introspection to give a judgment about the way one looks at the case. The Marilyn’s point of ethical practice use in the business process is one while the other was Gary’s expression and the business needs. The use of a laser detector is generally used for cars, indicate the highway patrol car’s presence. However, the same technology was used in past when radar’s were used. The ethical dilemma is outweighed by the products utility if be viewed from other point of view. The case was not new and nor was the use of such technology. Legally and from user’s point if view it was a natural accessory to 75% of US Vehicles. Thus the employee may be transferred under other account manager than that of George, while George may continue with the project which needed his personalized assistance and expertise. The use of distributive justice system as well as Kant’s views would be kept in the business practice. Such idea should also flow to ensure that the business do not engage in mal practice or promote unethical lies for its clients. However, the case for using a laser detector is not unethical in strictest sense when the pan American view is considered. Thus the social injustice is not done to deliberately harm people. The business can thus do the project without the fear of ethical stand point rectification as the same would not disrupt the accidents on streets which otherwise have variety if reasons like rash driving, intoxication, mechanical failure etc so the product and ts advertisement is not unethical from the researcher’s stand.