International Marketing

This document discusses the practical and legal consequences of different approaches in international marketing, including the pragmatic approach, complacent approach, responsible approach, and ethical approach. It also provides insights on how companies can ensure that management operates in a legal and ethical manner. References are included for further reading.

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Title: International Marketing
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International Marketing 1
Contents
Discuss the practical and legal consequences of following each approach.....................................2
What steps can a company take to ensure that management operates in a legal and ethical
manner?............................................................................................................................................3
References........................................................................................................................................5

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Discuss the practical and legal consequences of following each approach.
Pragmatic approach: This case study asserts the pragmatic approach to the ethics of
business. The approach is very useful ad its vitality can be seen in its application to several
issues. The challenges are wide as observed in the case study such as the correlation that exists
between the ethical and logical decisions, restrictions on employee loyalty, trust influence and
others. In fact, the case study also focuses on advertising, promotion, manufacturing, taxation,
etc.
Complacent approach: Nestle and Unilever are two well-known companies and are
fairly popular among people. The reason that companies like these have good clients is that they
are willing to take the steps to improve and develop as and when needed. They focus on their
issue and work on them. However, poorly managed organizations do not manage problems in
time and wait for the bigger problem to hit hard. The labor market is not in equilibrium and new
businesses offers better jobs, more wages, and make use of good skills. It can be done when
people realize the value of having proper skills for the job. Its lack of adequate skills cannot be
avoided if the government and the business keep up with their complacent approaches.
Responsible approach: The attributes like globalization, natural disasters, and societal
difficulties have made organizations to adopt changes. These factors have made business change
the way they operate and function. The people are more aware than they ever were, they have
high expectations from companies with regard to social and environmental issues and have good
revenue. This awareness has made businesses more transparent as it is seen in the case of Nestle
with their ‘good to know’ approach. Organizations that fail to live up to customer’s beliefs do
not have good investors. Therefore, most of the organizations today opt for ‘Total responsibility

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approach’ to satisfy the customers with good financial returns and fulfilling societal and
environmental concerns. Different organizations have adopted different strategies to maintain
this principle as we can see in Unilever and Nestle. Both have a different approach towards their
customers (Wolcott, 2014).
Ethical approach: Earlier business was all about profit and shareholders. Nowadays, the
whole concept of it has changed. Organizations need to be socially and environmentally
responsible (Graafland and Noorderhaven, 2018). The scope has widened and so have the
concepts of doing business. People today are more inclined towards the companies that operate
under ethics. It has affected the commercial and business world to a great extent. Following
ethics is one of the basic requirements of people all over the world (Ramani, 2011). Unilever and
Nestle both aim at health and wellness, but their strategy to operate is very different. However,
both operate under an ethical code of conduct.
What steps can a company take to ensure that management operates in a legal
and ethical manner?
There are several ways that can help ensure that the management is operating under legal and
ethical principles. The organizations and people should be aware of the importance of strategic
Human Resource Management and the role HR Professionals play. The organizations should be
supported in achieving the objectives they have set. The principles and operation should be
informed to the existing members of the organizations as well as to the people who receive
services (Trong Tuan, 2012).
 Transparency is the key attribute to ensure that organizations are working within the
limits of ethical and legal principles and also to convey the same to the stakeholders and

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the customers. There should be a positive organizational culture and a healthy working
environment.
 There should be an encouragement in professional decision making.
 Furthermore, the companies should focus on the social and environmental
responsibilities; this helps an organization to get good will, repo, and credibility among
the stakeholders and the customers alike (Crowther and Reis, 2011).
 The proper focus should be on the HR activities that are directed towards achieving the
desired goals.
 The rules and regulations laid down by the government should be followed.
 The aim of the companies should be to provide the best quality service like in Unilever.
 The companies should act within ethical and legal boundaries at all times.
 Employees should be appreciated and rewarded for their good work and it should be
ensured that all members of the organization follow the ‘code of conduct’.
 The attorneys should be contacted whenever there are situations that seem doubtful.
 Lastly, one of the most important steps is providing proper training and development to
the employees, after all, they are the backbone of an organization.

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References
Crowther, D. and Reis, C. (2011). Social responsibility or social business?. Social Business, 1(2),
pp.129-148.
Graafland, J. and Noorderhaven, N. (2018). National culture and environmental responsibility
research revisited. International Business Review, 27(5), pp.958-968.
Ramani, D. (2011). Cost of capital: an empirical case study of Hindustan Unilever
limited. Indian Journal of Applied Research, 1(9), pp.1-2.
Trong Tuan, L. (2012). The linkages among leadership, trust, and business ethics. Social
Responsibility Journal, 8(1), pp.133-148.
Wolcott, G. (2014). Business Ethics and Ideals. Business Ethics Journal Review, pp.36-41.