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TEACHING NOTE:
CAROLINA PAD AND THE BLOGGERS1
This case illustrates the following themes and concepts discussed in the chapters listed:
Theme/Concept Chapter
Stakeholder theory; stakeholder analysis 1
Methods of ethical reasoning 4
The Role of Technology 11
Consumer protection; ethics in marketing and advertising 14
Public relations and technology 19
Case Synopsis:
conferences. Whitlock believed that paying the bloggers’ requests could offer her company a
significantly higher rate of return on her promotional dollars than would advertising or other
Discussion Questions
1. What is April Whitlock’s dilemma? In your answer, include the relevant facts that
Whitlock must consider and the assumptions she has made.
2. What alternative actions could Whitlock take? That is, what are her options?
3. For each of these options, identify which stakeholders would be affected, and how they
would be affected.
4. Apply the four methods of ethical reasoning—utilitarianism, rights, justice, and
virtue—to this situation. What would each of these methods suggest Whitlock should
do?
of the case authors.
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5. What do you think Whitlock should do, and why?
Discussion Questions and Answers
Teaching Tip: Starting the Discussion
One way to open the class is to ask students to complete in writing the following sentence:
“Whitlock should… (do what?)… because of … (what reasons?).” The instructor should also
ask students to answer the following question in writing: “Should blogs or other new media be
1. What is April Whitlock’s dilemma? In your answer, include the relevant facts that
Whitlock must consider and the assumptions she has made.
Whitlock clearly felt that she faced an ethical dilemma. On one hand, she had an interest in
Relevant facts:
Social media and blog sites were increasingly used for advertising.
Large companies, such as Microsoft and Kmart, had given significant awards to
differing services to Carolina Pad. These services included a certain number of
Internet blog sites were capable of achieving high exposure rates.
blogs.
Although bloggers had traditionally disclosed the receipt of product samples for
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corresponds to the back-to–school season, which is Carolina Pad’s most important
selling season.
Relevant assumptions:
from bloggers and were benefitting from having done so. Carolina Pad, therefore,
could be at a disadvantage in competing against them.
2. What alternative actions could Whitlock take? That is, what are her options?
Using a brainstorming approach, allow students to generate a wide range of alternative
responses. These may include the following:
D. Judge each request individually on its merits using a cost-benefit analysis.
These alternatives address Whitlock’s decision. Ultimately, she must base her decision
on her ethical evaluations of these alternatives.
3. For each of these options, identify which stakeholders would be affected, and how they
would be affected.
The instructor may wish to develop a board grid, as illustrated below. [The following
illustrations are divided into two separate tables, showing those involving a “yes” answer to the
bloggers, and those involving a “no” answer. Option D (judge each request individually) is
omitted.
Stakeholder
Likely
Importance of
Stakeholder’s
Interests to
Whitlock
Alternative A
Expected
Outcome if No
Conditions
Required
Alternative B
Expected
Outcome if
Positive
Evaluation
Required
Alternative C
Expected
Outcome if
Disclaimer
Required
Bloggers
Moderate – High
Whitlock wishes
to maintain a
positive
relationship with
bloggers.
Receive funding
Receive funding
Receive funding
but could face
negative
perceptions and
lowered
credibility from
readers
Carolina Pad
High
Receive expected
promotion through
mentions on blogs.
Increased sales
Receive
promotion
through mentions
on blogs.
Heightened
probability of
Increased sales
Receive
promotion
through mentions
on blogs.
Lowered
probability of
increased sales if
blogger
credibility
questioned
Whitlock’s
role as
director of
brand
High
More effective job
performance
More effective
job performance
Somewhat more
effective job
performance
Consumers
High
Whitlock desires
highly satisfied
customers
Potential purchase
of Carolina Pad
brand that may not
best meet their
needs
Heightened
probability of
purchase of
Carolina Pad
brand that may
not best meet
their needs
Lowered
probability of
purchase of
Carolina Pad
brand that may
not best meet
their needs
Stakeholder
Likely Importance
of Stakeholder’s
Interests
to Whitlock
Bloggers
Moderate – High
Whitlock wishes to
maintain a positive
relationship with
bloggers.
Carolina Pad
High
Whitlock’s role as
director of brand
management
High
Consumers
High
Whitlock desires
highly satisfied
customers
4. Apply the four methods of ethical reasoning—utilitarianism, rights, justice, and
virtue—to this situation. What would each of these methods suggest Whitlock should
do?
Most students will identify the following issues:
Integrity – Integrity refers to wholeness of one’s actions and life. If Whitlock were
not willing to engage in dishonesty in her “personal” life, she should evaluate whether
herself).
Bribery – In ordinary language, a bribe is “money or favor given or promised in order
to influence the judgment or conduct of a person in a position of trust” [Merriam–