advanced theory and practice in sport marketing - Marshalls University

ETHICS IN GLOBAL MARKETING: MORAL
CHAMPIONS – Continued
involved in purchase and consumption of a product, and that they are able
to defend their rights. This assumption may not hold true in the case of the
children, the elderly, or the uneducated poor because they may not have the
necessary cognitive ability with which to defend their rights to information,
choice, and due consideration. With regard to safety rights, the burden of
responsibility would appear to fall on the sellers of goods and the local government
or its agencies. Consumer vulnerability is particularly prevalent in
LDCs, being associated with the poverty and illiteracy typical of lower levels
of economic development. Even when willing to stand up for themselves,
consumers in LDCs may not have the necessary education and confidence
with which to express and claim their rights.
Use of the term “moral champion” in this article implies a high moral and
ethical posture. According to Smith and Quelch (1991), ethicists identify
three levels of duty to which people – and hence managers in organizations –
are obligated:
1. avoid causing harm,
2. prevent harm,
3. do good.
They comment that negative duties are stronger than positive duties. This
seems particularly appropriate in the context of any discussion of marketing
potentially harmful products in LDCs, NEDs, and NICs. Smith and Quelch
also point out that while it seems reasonable to expect businesses not to
cause harm and to make efforts to prevent harm (insofar as it is within their
control); there is less agreement on the need for companies to do good.
McCoy’s (1983) “parable of the Sadhu” illustrates the type of moral conflict
that an individual can face when trying to determine what an appropriate
ethical response in the face of human is suffering. While taking part in an
extended hike in the mountains of Nepal, McCoy’s group of companions
came upon an unconscious, almost naked Sadhu, an Indian holy man. Each
climber gave the Sadhu help but none made sure that he would be safe.
McCoy asks himself whether someone should have stopped to help the
Sadhu to safety. Would it have done any good? Was the group responsible?
McCoy’s ability to help the Sadhu was tempered by his own physical problems
at the time, the environmental constraints (due to being halfway up a
mountain), and a general lack of consensus on what to do. McCoy draws
parallels between this incident and the type of ethical decisions that managers
face at work.
Ciulla (1991) has drawn attention to the variability that exists in legal and
ethical values, attitudes, and standards even among the developed nations of
the world, leaving aside the developing world. She cites comparisons of
354 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING