Giving Voice to Value
Mark Hakim
MBA 651
15 July 2013
Giving Voice to Values
Better Wrong than Right? Delivering the “Bad” Market Research News
1) The conflict being made by the main actor, Larry Rogers, Product Marketing Manager, in the case is faced with having to report to his executive, Sean Morrison. Sean Morrison is a demanding executive with little tolerance for views different than his own. Larry asks his team to conduct market research and report results to him, however, is dreading having to report back to Sean. Ultimately, Larry knows that Sean will do what he wants to do , regardless of the market research. Larry expects the product manager to falsify the data of the market research to fictionalize the results to suit a pre-existing preference, just to avoid another confrontation with Sean; however, this opposed Larry’s true values.
2) The reasons and rationalizations being given by other actors who do not agree with the main actor’s approach or plan to the ethical situation are being carried out by the team of marketers who are responsible for conducting market research on GPT’s consideration of adding a removable battery feature to its product. Larry left the three managers at the meeting with Sean, expecting them to falsify the market research data. However, the marketers saw no value in conducting rigorous and time-consuming research on a product that would never be implemented, nevertheless even considered by Sean. Throughout the process, they learned from Larry’s own commitment to treating the data with integrity, however, when confronted by Sean, Larry failed to represent his true opinions and beliefs.
3) The key stakeholders are Larry’s seniors, peers, and consumers. His division had become critical to GPT as a source of revenue and profit; therefore, Larry’s actions had a tremendous affect on the sustainability of the company. His peers, who were comprised of talented and capable staff, typically MBA’s from elite business schools, were
MBA 651
15 July 2013
Giving Voice to Values
Better Wrong than Right? Delivering the “Bad” Market Research News
1) The conflict being made by the main actor, Larry Rogers, Product Marketing Manager, in the case is faced with having to report to his executive, Sean Morrison. Sean Morrison is a demanding executive with little tolerance for views different than his own. Larry asks his team to conduct market research and report results to him, however, is dreading having to report back to Sean. Ultimately, Larry knows that Sean will do what he wants to do , regardless of the market research. Larry expects the product manager to falsify the data of the market research to fictionalize the results to suit a pre-existing preference, just to avoid another confrontation with Sean; however, this opposed Larry’s true values.
2) The reasons and rationalizations being given by other actors who do not agree with the main actor’s approach or plan to the ethical situation are being carried out by the team of marketers who are responsible for conducting market research on GPT’s consideration of adding a removable battery feature to its product. Larry left the three managers at the meeting with Sean, expecting them to falsify the market research data. However, the marketers saw no value in conducting rigorous and time-consuming research on a product that would never be implemented, nevertheless even considered by Sean. Throughout the process, they learned from Larry’s own commitment to treating the data with integrity, however, when confronted by Sean, Larry failed to represent his true opinions and beliefs.
3) The key stakeholders are Larry’s seniors, peers, and consumers. His division had become critical to GPT as a source of revenue and profit; therefore, Larry’s actions had a tremendous affect on the sustainability of the company. His peers, who were comprised of talented and capable staff, typically MBA’s from elite business schools, were