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Ethical Thinking and Practice : Case Study

   

Added on  2020-10-22

13 Pages4287 Words347 Views
ETHICS

Table of ContentsINTRODUCTION...............................................................................................................1PART 1...............................................................................................................................1(a) Report on Nike' x MMW Balaclava and related ethical issues................................1(b) Application of ethical theories in Nike's case...........................................................4PART 2...............................................................................................................................7CONCLUSION...................................................................................................................8REFERENCE ..................................................................................................................10

INTRODUCTIONBusiness Ethics is a field of professional ethics that emphasizes on evaluatingethical principles, morals andnormsthat may affect an organization's work culture. Thisreport aims to provide a detailed understanding in regard to the importance of individualas well as organisation's ethical thinking and practice that enhance decision-making.Taking the case study of Nike into consideration, the report has been divided into twoparts viz. Part 1 and Part 2. Under Part 1, a further segregation has been done in theform of a written report which talks about the issues faced by Nike, ethical dilemmarelated and their underlying factors as well as the impact of such choices on thestakeholders along with other companies (Acevedo, 2012). Also, the academic essaywhich studies the application and impact of ethical theories on Nike. Under Part 2, areflection assessment has been undertaken to interpret how an ethical leader managesbusiness in an organization by outlining the conditions which lead to unethical practicesand organizations.PART 1(a) Report on Nike' x MMW Balaclava and related ethical issuesIn regard to creative advertising case study of Nike it has observed that thiscompany launched Nike x MMW balaclava on July 12. The company introduced thisproduct in collaboration with Alyx Studio as a part of their Training collection that aimedto serve multiple markets. The balaclava included a mask with small pockets thatcorroborated a menacing look. Nike adopted a creative advertising approach to promotethis product-line by modelling a youngster of dark complexion that sparked outrageamong critiques all around the world.This report talks about the issues that were facedby the organisation on the basis of ethical dimensions.From the aforementioned case study, two main ethical issues have beenidentified that have largely affected the business. One issue relates to the marketingstrategy used to advertise the product which mislead the audience in believing that theNike x MMW balaclava would be harmful rather than beneficial for the business. As thiscompany has a moral obligation towards the society, it is important for the business toutilize those advertising tactics which do not come across as political or propagandist1

and psychologically manipulative. Due to this, it is important to review the marketingstrategy used to advertise the product in a detailed manner. Another issue that isassociated with this relates to the effect of brand equity and image of the business in anegative manner that could critically hamper the reputation of the company. Being oneof the most widely used sportswear firm the business is required to be sociallyresponsible in promoting positive culture among the minds of the youngsters. Therefore,any association with the concept of gang-violence can lead to an increase in suchactions among the society as well as destroy the trust that the people have for thecompany. The following ethical dimensions were derived from the above issues:Appearance of the product:The company adopted a creative advertising methodology targeting youngsters foractivewear category. It displayed the product in a menacing way which resulted instereotyping of the black community. Also, Military-style accessories were used foradvertising the product which sparked the outrage among the audience accusing thecompany for promoting gang inspired culture.Vulnerability of the people towards violence:As Gang violence remains a sensitive issue, Balaclava has been seen in a negativelight by the customers due to popular drill music videos. Vulnerability among locals whowere victimized due to such violence criticized the product which was initially aimed tobe a part of the company's Training collection for multiple markets around the globe.The issues related to Nike's creative advertising strategy are explored as anethical question because they are the matter of prevalent societal stereotyping normswhich has created an image about product like Nike x MMW Balaclava. It is assumedthat products like Balaclava are meant to be used by gang groups which raises anethical question. Additionally, the critiques received for the product pressurize thecompany to take a step back and understand whether the strategies perceived asmorally acceptable to them are in coherence with their stakeholders too. Therefore, it isrequired that this issue be reviewed from an ethics perspective to get better insight onhow to avoid such situations in future. This company wants to build an image of theirbrand which should inspire youngster and sport people (Nike Balaclava, 2019). 2

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