3006IBA Workshop Case Analysis

The assignment focuses on the ethical and corporate social responsibility (CSR) issues surrounding the Joe Camel tobacco advertising campaign. It discusses the impact on youth, identifies key stakeholders, and applies ethical theories to propose responsible actions. The case highlights the need for ethical marketing practices and the consequences of targeting vulnerable populations.

3006IBA-WORKSHOP CASE ANALYSIS PREPARATION FORM
Name:……………………………Student No:……………………Workshop No:……… Case Study:…………………………………...................
What are some of the main ethical
and/or CSR issues involved in this
case or dilemma?
Joe Camel is a cartoon-faced character that was used as a logo of a cigarette brand (Spratlen,
2015). As per statement of the case, there are certain ethical issues raised. The issues are as
follows:
 Tobacco advertising targeted the children in America.
 The logo became popular to the youth and they were involved in the smoking area
badly.
 Most threatening part of the case is that the market policy of the cigarette directly
affects the teenagers.
 The sale of the company had increased tremendously and the health issue of the
country faced potential risk for the same.
Who are the main stakeholders and
what are each of their primary
interests?
The main stakeholder of the company was R. J. Reynolds. R. J. Reynolds was an
entrepreneur and founder of the Camel group. The company was later known as the
RJR. The spokesperson of the company was David Fishel. When the company faced
problems regarding the trading of cigarette among the teenagers, Fishel had narrated
the marketing policy of the brand. CEO of the company was James Johnston who

3006IBA-WORKSHOP CASE ANALYSIS PREPARATION FORM
testified about the company’s target before the congressional panel and gave detailed
statement regarding the same. Vice president of the company was C.A. Tucker who
prescribed the key share of the company in the year 1996.
What theoretical frameworks or
models that you are aware of so far
in this course might apply to this
situation?
Regarding the ethical dilemma, there are certain theories that can discuss the ethical aspects
of such dilemma (Anderson & Anderson, 2014). There are three theories that can clearly
define the principle of the ethical dilemmas. The theories are philosophical approach,
teleological approach and deontological approach. Philosophical approaches are discussed
with the moral virtue; teleological approaches are based on the pleasure and pain theory. The
Deontological approach believes that an action is focussed on the rational part of the human
conduct. As per the present status, the theory of the teleological theory will apply here. As
per this theory, anything is good in nature to that extent when the same does not create
imbalance on the society. The subject matter of the present case is based on the tobacco
industry. In the states like America, tobacco industry is one of the main economical
resources. However, the acts of the Camel made a serious impact on the society. Therefore, a
serious imbalance has been observed.

3006IBA-WORKSHOP CASE ANALYSIS PREPARATION FORM
What actions or decisions would be
likely to yield the most ethical and
socially responsible outcome(s)?
In the case of Joe Camel, it has been observed that the logo of the tobacco company became
popular among the teenagers and it was assume that the children can be affected by the
negative impact of smoking and a huge protestation had been organised as against the
matter. In such circumstances, certain decisions can be taken to avoid the problem. The
advertisement regarding the cartoon character can be changed so that it could not create any
effect on the children. The campaign of the Camel company should be under observation of
certain authority and the company should be banned to give ad on the commercial things like
T-shirt or anything like this.
Any additional comments or
thoughts on this case or dilemma?
e.g.
 do these issues/dilemmas
relate in any way to your daily
life?
 do they relate to in any way to
someone you know? (and/or
a similar situation that you
may be aware of?)
 These types of dilemmas are common in nature. In certain circumstances, the
theories regarding the pleasure and pain are to be seen. Many cases where there are
imbalance regarding the good and bad approaches. The balance should be
maintained at all times.
 In Cipollone v. Liggett Group 505 U.S (1992), a breach regarding the cigarette
company had been observed. Rose cipollone was dead due to lung cancer and it was
held by the court that the company was liable as it failed to show necessary steps to
advertise the ill effect of smoking. Therefore, a dilemma arose regarding the same
when some persons take it as a harmless object for health.

3006IBA-WORKSHOP CASE ANALYSIS PREPARATION FORM
Reference:
Anderson, M., & Anderson, S. L. (2014, July). GenEth: A General Ethical Dilemma Analyzer. In AAAI (pp. 253-261).
Spratlen, T. H. (2015). Targeting vulnerable segments in cigarette advertising: Ethical criteria and public policy implications. In
Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference (pp. 446-450). Springer, Cham.