Ethical Reasoning Process

I used to be requested to pick out an ethical query advertising supervisor is or could also be confronting in right now’s world and apply the Moral Reasoning Course of in addressing the problem. Moral dilemmas are a every day issues for some managers. Patrick Murphy, Gene Laczniak, Norman Bowie, and Thomas Klein, authors of Moral Advertising and marketing, define the significance of senior management in company ethics. The article focuses on moral reasoning.

This is an instance of moral reasoning. Please think about if advertising managers ought to reap the benefits of promoting overpriced authorities services that run counter to the ideas of company accountability. The main target concerned a previous expertise with Westinghouse, Inc. which was contracted to the federal authorities. In fact, companies function to make a revenue. Nevertheless, one might marvel to what extent.

Under is the applying of moral reasoning to this example:

(1) Definition of an moral downside: The moral downside was associated to the extent that Westinghouse managers would pursue profitability on the danger of authorized actions and injury to the corporate’s model. Advertising and marketing ethics is the systematic research of how ethical requirements are utilized to advertising selections, behaviors, and establishments.

(2) Number of an moral customary: Westinghouse operated below ethical relativism in coping with the federal authorities. Ethical relativism claims that it’s customized in keeping with the person and his or her circumstances or cultural orientation. Westinghouse, Inc. executives discovered themselves with this moral dilemma. In 1992, Westinghouse was a company empire, commanding over $12.eight billion in gross sales and using over 116,000 folks.

Due to its highly effective market place, Westinghouse grew to become a company oligarchy in the USA. They had been energetic in a number of enterprise sectors, together with radio and tv broadcasting; digital merchandise; industrial operations; energy methods; transport temperature management tools; and environmental cleanup providers. Westinghouse executives’ perspective of ‘being too massive to fail’ additionally carried the bags of ‘something goes for revenue.’

(three) Utility of the moral customary: Managers set the requirements for company tradition. Ethics includes an organization’s values. Mark Johnston and Greg Marshall, authors of Relationship Promoting, share how workers watch how senior managers act on moral issues moderately than what they are saying. Subsequently, senior managers ought to cleared the path by instance. Total, management at all times units the tone for moral practices of their organizations. Within the early 1990s, Westinghouse operated six U.S. government-owned nuclear amenities involving nuclear manufacturing. Finally, the corporate grew to become the biggest civilian authorities contractor.

With quite a lot of huge contracts with the army, Westinghouse grew to become the twelfth largest protection contractor. Nevertheless, there was an ideal moral value. Westinghouse had been concerned in quite a few moral violations, together with labor and environmental issues. In March 1991, the DOE’s Inspector Basic discovered that Westinghouse and Bechtel Corp. tried to hide tens of millions of in overruns by deceptive the federal authorities. In 1985, a Westinghouse worker was discovered to defraud the Pentagon of $200,000 by overcharging for electrical tools. Moreover, Westinghouse was in quite a few litigations of violating environmental legal guidelines and circumventing security necessities.

What ought to a advertising supervisor do? Advertising and marketing managers are liable for connecting with key stakeholders and selling their services or products. At Westinghouse, the advertising supervisor ought to have bolstered to company executives the significance of defending the corporate’s model.

The executives took a really slender view of profitability. The advertising supervisor ought to have mentioned a protracted view strategy. In fact, this resolution would have gotten the advertising supervisor fired, however he would not have gone to jail. In changing into a company mogul within the early 90s, Westinghouse created a revenue producing machine that lacked an ethical compass to navigate its moral issues.

© 2013 by Daryl D. Inexperienced


Donahue, J. (1992). “Company profile: Westinghouse net. Retrieved on September17, 2012 from

Johnston, M. & Marshall, G. (2010). Relationship Promoting. New York: McGraw-Hill Irwin.

Murphy, P., Laczniak, G., Bowie, N., and Klein, T. (2005). Moral Advertising and marketing. Higher Saddle River, New Jersey: Pearson Corridor.