Module 8 Discussion Board

Module 8 Discussion Board

Module 8 Discussion Board, As we have already learned in this module, firms can build and sustain a competitive advantage in a number of ways, many of which we take for granted. We can be a Walmart, a firm noted for great big boxes with a staggering variety of inexpensive stuff, which competes on convenience and price. Perhaps we favor the Nordstrom model, a firm that empowers its sales force to make decisions as if the business were their own, resulting in an extraordinary commitment to customer service. Consider Harley Davidson, which has built one of the amazing brand loyalty stories in American business through a combination of dealer involvement and a product image that turns middle-aged orthodontists into weekend warriors.

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However, few marketers have considered the influence of ethics on a firm’s competitive advantage. As consumers watch their retirement accounts shrink and the growing blanket of raw crude in the Gulf, this lack of attention to the value of sound ethics is changing. Firms recognize many of us want to do business with the good guys—that, contrary to popular opinion, to many American consumers doing the right thing really DOES matter.

For our final discussion together we’ll explore the intersection of marketing ethics and competitive advantage.

To begin, access the American Marketing Association’s Statement of Ethics, found in the Webliography. Pay particular attention to the six Ethical Values in the Statement. Do you see any similarities between those and Saint Leo’s ownCore Values, found in the syllabus?

Once you are familiar with the AMA’s code of ethics, select a firm that you believe either exemplifies the code by practicing superior ethical marketing practices or, conversely, exhibits notably questionable practices. Note that any given firm may be used ONCE and only once—you will lose points for replicating a given firm.

Begin your post with the name of the firm in all CAPITALS so that it will be easy for your classmates to identify your selection, as in the following example:

JOHN’S BARBEQUE BARN

Describe what activities you believe demonstrate the firm’s ethical practices, or lack thereof, and WHY you believe them to be so. Support your position with both specific examples and sound reasoning. Be sure to consider the stakeholders involved and how they are impacted. Finally, if you selected a firm with good practices, describe how other firms might emulate them. If you selected a firm with poor practices, discuss how the shortcomings should be improved.