business world communication

¶ … business world ability communicate quickly concisely important. Memorandum to myself: Ethics Conventional business wisdom suggests that the sole responsibility of a for-profit firm is to make a profit. Some consider it unethical focus on anything else, given that shareholders buy stock in the corporation with the expectation of receiving a return on their investments, not funding the pet social causes of the board of directors. In fact, some might say that American capitalism by its very nature is inherently amoral given the inequalities it fosters (Tyrangiel 2012).

A number of new organizations are attempting to challenge this idea. Social entrepreneurs seek to merge 'doing good' with 'doing well' (i.e., being profitable) (Elkington 2008). For example, Change.org is a for-profit entity which generates Internet petitions that are easily disseminated through email to be signed by online readers. Change.org spreads the word about good causes and it also has proven to be lucrative (Geron 2012). However, while this may seem altruistic, there are certain ethical complications attached to the Change.org business model.

When a reader signs a petition, he or she unwittingly 'signs up' for a service which makes him the email recipient for more online petitioners who pay for Change.org's service. The business model has been criticized for its lack of transparency, although it might be added that many organizations do the same thing with consumer's personal information, although they do not have an explicitly ethical vision statement mission.

However, because of the apparent 'halo' that surrounds Change.org because of its involvement in popular causes; it has been subjected to more criticism for this reason. When an organization markets itself based upon its ethics it must be careful to ensure that this advocacy is genuine, lest it find itself subjected to additional scrutiny.

The use of personal information by Change.org may seem to defy the notion expressed by Hemingway (2005): "my underlying assumption is that CSR isn't solely driven by economics and that it may also be championed as a result of a personal morality, inspired by employees' own socially oriented personal values." It is certainly true that individuals working for a company may feel motivated to promote a cause and use their organizational resources as a springboard for activism.

However, from a 'macro' view of the firm, most firm actions have some self-interested purpose, and must do so, given the scarcity of organizational resources. For example, corporations such as Starbucks and The Body Shop market themselves -- at least in part -- as ethical entities that entice consumers to buy their products because buyers 'feel good' about buying Fair Trade coffee or lotion. This 'works' for these organization's business models because otherwise they might struggle in the marketplace.

They are not the most inexpensive brands within their particular spheres, yet are still targeted to middle-class consumers who are price-conscious. As well as buying an affordable luxury of a slightly higher-priced product, consumers also buy the idea of 'doing good' even while still consuming something. Other examples of ethical marketing include companies that proudly advertise upon their websites that they make use of sustainable forms of energy (such as wind or solar energy) or have intensive on-premise recycling programs.

Thus, I believe that personal, social values are far from inappropriate in business, but they must be strategically deployed. A for-profit business cannot disregard the need to make money, given that this is a disservice to its business model and also to the need for the organization to stay solvent for the sake of its employees and its shareholders. And there is an inherent danger to such marketing if the organization is seen as 'violating' its ideals.

Organizations such as Starbucks, Apple, Whole Foods, and others that have proclaimed themselves 'ethical' have been subjected to media criticism for business practices seen as hypocritical when contrasted with their lofty business statements. To market a company as ethical requires some level of consistency and commitment, particularly in an age where companies are subjected to such intense media scrutiny. Finally, there is also the argument.