Suggested Additional Assignments
Research
Ask students to bring to class a newspaper, magazine, or internet article that raises ethical issues
regarding a US company doing business overseas. They should be prepared to identify the ethical issues
and discuss them using the checklist in the chapter.
Interview: Business people on Ethics
Each student (or group of students) can interview a business person about ethics dilemmas they have
faced? How did they handle them? Did they make the right decisions? Do they wish they had made a
different choice? What were the impacts of their decisions on their companies? On their lives?
Role Play: Rienzi Plaza
Landlord Sheldon Baskin faces a decision. His rent-subsidy contract with the federal government has
expired and he can raise rents at Rienzi Plaza by as much as 500 percent. If he raises rents to market
rates, then 140 poor and elderly tenants will have to leave. Divide students into groups to represent
various stakeholders: the landlord, the tenants, investors, and the government officials who administer
the rent subsidy program. Students should brainstorm the business and ethical issues facing their
stakeholder and devise negotiating positions, then engage in an all-stakeholder discussion moderated by
the instructor.
Chapter Overview
Quotes of the Day
“The one and only social responsibility of business is to increase its profits.” –Milton Friedman (b.
1912), Nobel laureate in economics. “The business of business is serving society, not just making
money.” –Dayton Hudson corporate constitution.
Chapter Theme
Ethical behavior refers to how people should behave. Ethical behavior offers significant advantages.
Society as a whole benefits; executives who behave ethically have happier, more fulfilled lives; and
unethical behavior can destroy a company and the individuals who engage in it. An important point to
remember is that while laws represent society’s view of basic ethics rules, some laws permit behavior that
some feel is wrong and criminalize acts that some feel are right.
It is also important for students to examine ethical issues from a variety of points of view and for them to
develop their own Life Principles—the rules by which they live their own lives. They should always
remember that every ethics decision they make shows their actual Life Principles, even if this doesn’t
match what they say.
Life Principles should include personal rules on:
1. Lying
2. Stealing
3. Cheating
4. Applying the same or different standards at home and at work
5. Your responsibility as a bystander when you see other people doing wrong
The Role of Business in Society
There are two main beliefs about where corporate managers’ primary responsibility resides. Some argue
their responsibility is to the shareholders, while others argue they should consider all company
stakeholders – employees, customers, and the community. These beliefs influence the actions executives
take when they encounter an ethical dilemma. In an ethical dilemma, the profitable choice is not always
the most ethical one and vice versa. If an executive’s only concern is maximizing profits, they will likely
find themselves making unethical choices.
Why Be Ethical?
Key Issue
“Doing the right thing” may not generate the greatest profit but over the long run it will lead to the
greatest personal and community satisfaction and fulfillment.
Question: What do you need to be happy in life?
Answer: Sometimes students give pretty outrageous answers: $1 billion, fancy car, a mistress; etc. It
General Question: Is money an accurate measure of happiness? Are they willing to make a
trade-off between reducing their earnings to spend more time with their friends and family? What
trade-offs did their parents make?
Question: What if, after making purchases at the local drugstore, you realize that the cashier forgot
to charge you for an item? Or suppose a waitress forgets to charge you for the drink you ordered with
your meal?
Answer: It is useful to begin the ethics discussion with small, personal issues such as these because
they seem more real to students than abstract business issues. Virtually everyone has had an
Society as a Whole benefit from Ethical Behavior
Mutual trust is a vital part of a successful society. No society will survive long if the people constantly
have to protect themselves from dishonesty and the government is compelled to regulate businesses
severely to ensure fairness. John Akers, the former chairman of IBM, puts it this way:
“There is no escaping this fact: the greater the measure of mutual trust and confidence in the ethics of a
society, the greater its economic strength.” 2
People Feel Better When they Behave Ethically
What kind of person do you want to be? In what kind of world do you want to live? All businesspeople
must ask themselves these questions when facing opportunities to be dishonest.
Managers want to feel good about themselves and the decisions they have made; they want to sleep at
night.
Unethical Behavior Can Be Very Costly
Unethical behavior does not always damage a business, but it can potentially harm the bad actors and
even entire industries and countries. So why take the risk? What is the cost of a lost reputation?
Unethical behavior can also cause other, subtler damage. One survey showed that unethical behavior in
their workplace has reduced productivity, job stability, and profits. Unethical behavior in an organization
also creates a cynical, resentful, and unproductive workforce.
Although there is no guarantee that ethical behavior pays in the short or long run, there is evidence that
the ethical company is more likely to win financially. Ethical companies tend to have a better reputation,
more creative employees and higher returns than those that engage in wrong-doing.3
But if we decide that we want to behave ethically, how do we know what ethical behavior is?
Theories of Ethics
When making ethical decisions, people sometimes focus on the reason for the decision—they want to do
what is right. If they think it is wrong to lie, then they will tell the truth. Other times, people think about
the outcome of their actions. They will do whatever it takes to achieve the right result. This choice—
between doing right and getting the right result—has been the subject of much philosophical debate.
Utilitarian Ethics
Under utilitarian ethics, a correct decision is one that tended to maximize overall happiness and minimize
overall pain. Risk management and cost-benefit analyses are examples of utilitarian business practices.
The critics of utilitarian thought argue that it is difficult to “measure” utility accurately. It is also
difficult to predict benefit and harm accurately.
Deontological Ethics
Proponents of deontological ethics believe that utilitarians have it all wrong, and that the results are not as
important as the reason for which the decision is made. To a deontological thinker, the ends do not justify
the means.
The best-known proponent of the deontological model was an eighteenth-century German philosopher
Immanuel Kant. He believed in the categorical imperative. He also thought that human beings possess a
unique dignity, and that no decision that treats people as commodities could be considered just. The
problem with this belief if that the ends do matter.
Rawlsian Justice
The circumstances people are born in to dramatically affect their outcomes. American philosopher John
Rawls referred to these circumstances as life prospects. In his view, luck matters as much as hard work.
Moral Universalism and Relativism
Some people believe that particular acts are always right or always wrong, regardless of what others may
think. This approach is called moral universalism. Alternatively, others believe that it is right to be
tolerant of different viewpoints and customs. And, indeed, a decision may be acceptable even if it is not
in keeping with one’s own ethical standards. This approach is referred to as moral relativism.
Ethics Traps
33 For sources, see “Ethics: A Basic Framework,” Harvard Business School case 9-307-0509.
Ethics traps create great temptation to do what we know to be wrong or fail to do what we know to be
right. These traps include:
Money
Competition
Rationalization
The fact that we can’t be objective about ourselves
Conflicts of interest
Conformity
Following orders
Euphemisms and reframing
Being lost in a crowd
Short-term perspective
Blind spots
Avoiding Ethics Traps
Three practices can help you avoid these pitfalls. 1) Slow down. 2) Do not trust your first instinct. 3)
Remember your Life Principles.
Lying: A Special Case
We are taught from an early age that we must tell the truth. Yet research shows that we tell between one
and two lies a day.4 Is honesty the best policy? The consequences of lying can be severe: Students are
suspended, employees are fired, and witnesses are convicted of perjury. Sometimes the problems are
more subtle but still significant: a loss of trust, a loss of opportunities.
When is lying acceptable though? Sometimes lying is an accepted part of a game, such as in poker. Other
times white lies make others feel better. Kant felt that any lie violated his principle of the categorical
imperative. He preferred people tell a Kantian Evasion or palter, or a truthful statement that is still
misleading. Is this really more ethical than a lie?
Applying the Principles
Having thought about ethics principles and traps, you now need to apply them to situations that are
similar to those you are likely to face in your life.
***See the Ethics cases in the textbook. Students should be encouraged to state their opinions and
support their positions with material from the text.
Personal Ethics in the Workplace
Should you behave in the workplace the way you do at home, or do you have a separate set of ethics for
each part of your life? What if your employees behave badly outside of work—should that affect their
employment?
The Organization’s Responsibility to Society
Many products can potentially cause harm to customers or employees. Does it matter if they willingly
accept exposure to these products? What constitutes informed agreement? What is the company’s
responsibility to those who are unwittingly harmed by its products?
44 Bella M. DePaulo, Deborah A. Kashy, Susan E. Kirkendol, and Melissa M. Wyer, “Lying in Everyday
Life,” Journal of Personality and Social Psychology, 1996, Vol. 70, No. 5, 979–995.
The Organization’s Responsibility to Its Employees
Organizations cannot be successful without good workers. In many circumstances the shareholder and
stakeholder modules agree that employees should be treated well. Disgruntled workers are likely to be
unmotivated and unproductive. But sometimes, looking out for employees may not lead to higher profits.
In these cases, does an organization have a duty to “take care” of its workers? The shareholder model
says no; the stakeholder model takes the opposite view.
An Organization’s Responsibility to Its Customers
Customers are another group of essential stakeholders. A corporation must gain and retain loyal buyers if
it is to stay in business for long. Treating customers well usually increases profits and helps shareholders.
But when, if ever, does an organization go too far? Is a leader acting appropriately when she puts
customers first in a way that significantly diminishes the bottom line? The shareholder model says no.
What do you say?
Organization’s Responsibility to Overseas Workers
Industrialization has always been the first stepping stone out of dire poverty—it was in England in
centuries past, and it is now in the developing world. Eventually, higher productivity leads to higher
wages.
When you look at the levels of infant mortality and education in Taiwan, South Korea, and India—three
countries that started at the same economic level—you see that the countries that embraced sweatshops
are in much better standing in these areas. In theory, then, sweatshops might not be all bad. But are there
limits?
When the Going Gets Tough: Responding to
Unethical Behavior
If you find yourself working for a company that tolerates an intolerable level of unethical behavior, you
face three choices: loyalty, exit, or voice.
Loyalty
Just because someone’s judgment is different from yours does not mean they are behaving unethically.
Being a team player means allowing other people to make their own choices sometimes. However, the
difference between being a team player and starting down the slippery slope can be very narrow.
Exit
Another option is to walk out the door quietly. This approach may be the safest for you because you are
not ruffling any feathers or making any enemies. But a quiet exit leaves the bad guys in position to
continue the unsavory behavior. In short, the braver and better option may be to exit loudly—reporting the
wrong-doing on the way out the door.
Voice
While wrong-doing often occurs because everyone just goes along to get along, confrontation may not be
the only, or even best, use of your voice. Learning to persuade, cajole, or provide better options are all
important leadership skills.
Corporate Social Responsibility
We know companies have a duty not to cause harm. But do companies have a corporate social
responsibility—that is, an obligation to contribute positively to the world around them? Do businesses
have an affirmative duty to do good? Harvard Professor Michael Porter has written that CSR often
benefits a company. However, in Porter’s view, a company should not undertake a CSR project unless it
is profitable for the company in its own right, regardless of any secondary benefits the company may
receive from, say, an improved reputation.5
Suggested Additional Assignment Follow-up: Interview
If students conducted the interview with a business person, this would be a good time to discuss them.
55 Michael E. Porter and Mark R. Kramer, “The Competitive Advantage of Corporate Philanthropy,”
Harvard Business Review, December 2002.