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Global Leadership and Ethical Issues in Marketing & Advertising Christian Adams February 4, 2007
Adams
Global Leadership and Ethical Issues in Marketing & Advertising
2
The marketing industry is a very broad industry simply because at its core is a common business function. Marketing helps companies thrive in the commercial environment by covering the gamut of customer and business owner needs and goals. Marketing leaders are responsible for creating the look and feel of a brand, both for companies and products, and developing strategic ideas of how to engage and inform consumers about the brand. Successful marketing is about sticking to the fundamentals, but that doesn’t mean that all marketing is the same. Because this industry is highly competitive it is paramount for leaders to make quick and informative decisions because change is so quick and frequent it can be the determining factor of who is on top with room to maneuver. Different marketing scenarios call for different angles and analysis in order to recognize future trends to mitigate risks. As a leader knowing where these differences lie can mean the difference between success and failure. It is this pressure to succeed that has some leaders in marketing taking shortcuts or for lack of a better word being unethical. One of the most distinctive areas of marketing is that of global marketing. While fundamentals still apply, selling a product abroad requires a perspective far different than one used for domestic business. Domestic marketing often takes culture for granted, but in foreign markets, culture is invariably different. It is the marketing industry’s job to be aware of these differences and how they impact consumer behavior. However, communications is the bane of expansion efforts by most companies. It doesn’t matter whether companies are selling a product or service, the issues are the same. Examples of this poor culture research done by global marketing firms can usually be seen
Global Leadership and Ethical Issues in Marketing & Advertising Christian Adams February 4, 2007
Adams
Global Leadership and Ethical Issues in Marketing & Advertising
2
The marketing industry is a very broad industry simply because at its core is a common business function. Marketing helps companies thrive in the commercial environment by covering the gamut of customer and business owner needs and goals. Marketing leaders are responsible for creating the look and feel of a brand, both for companies and products, and developing strategic ideas of how to engage and inform consumers about the brand. Successful marketing is about sticking to the fundamentals, but that doesn’t mean that all marketing is the same. Because this industry is highly competitive it is paramount for leaders to make quick and informative decisions because change is so quick and frequent it can be the determining factor of who is on top with room to maneuver. Different marketing scenarios call for different angles and analysis in order to recognize future trends to mitigate risks. As a leader knowing where these differences lie can mean the difference between success and failure. It is this pressure to succeed that has some leaders in marketing taking shortcuts or for lack of a better word being unethical. One of the most distinctive areas of marketing is that of global marketing. While fundamentals still apply, selling a product abroad requires a perspective far different than one used for domestic business. Domestic marketing often takes culture for granted, but in foreign markets, culture is invariably different. It is the marketing industry’s job to be aware of these differences and how they impact consumer behavior. However, communications is the bane of expansion efforts by most companies. It doesn’t matter whether companies are selling a product or service, the issues are the same. Examples of this poor culture research done by global marketing firms can usually be seen