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Market ethics | Marketing Concepts.

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The mode of development and international relations focused on the individual taken in isolation and in the abstract, in the market and the money as absolutes and purposes, have not been able to respond satisfactorily to the needs of the majority of human beings. This mode of development is the ethics of the Total market. According to it, all that prevents the freedom to grow, accumulate, focus capital must be removed and disposed.
Still, even among those who are oppressed, who are the majority of the world's population, there is consensus in this respect, at least for two reasons. One is that advocates of the global system on the market are busy in Browning the positive side and to hide or conceal the negative side of the system. The other is the hegemony of the culture of the capital, that combines objectives and values, modes of social and institutional mechanisms, deeply influencing the attitudes, behaviors, and expectations of the oppressed
Ethically correct behaviour is that the means chosen to achieve happiness, effectively contribute to achieving the perfection of the person and the society.
We can identify three dimensions of ethics:

  • Goods (having to do with trends: what you want to)
  • The rules (which has to do with forms: how you want to)
  • The virtudes(que tiene que ver con la disposición: para qué se quiere).
In relation to the company, there are three views that delivered a wrong conception of ethics in it:
  1. Business as war: "in business must fight as if it were a war. And, as in any good war, fighting gallantly, with courage and without morality". T. Levitt, "The Danger of Social responsibility", Harvard Business Review.
  2. The game business: "the ethical rules governing the company are like the rules governing a game of poker". Harvard Business Review, Jan.Feb. 1968.
  3. The Mission of the company is to make money: "there is one and only a company's liability: use its resources and potential in efforts to increase their benefit". Milton Friedman, "The Social responsibility of Business in Increase its Profits", New York Times, Sept. 13, 1970
Given the above, is there really an own company ethics? No, because the man is one only; There are principles, values and the exercise of certain virtues that are most important to the business world. It is called to set this business ethics.

Definition of ethics with business sense

Well technician (efficiency and effectiveness; success; triumph and earnings)
Good ethical (improving the personal and social condition of the members of the Corporation and, in general, of all those with whom it relates (stakeholders); practicing virtues).
Often wonder whether or not ethics is good business. Some argue that ethics and good business are irreconcilable because all that is achieved is to lose contracts; as the environments are corrupt and unjust standards, doesn't make sense worry about ethics. In addition, earnings are always easier without ethics. Others point out that being only ethical good business can be, and put of example to foreign companies, where the need for trust is a central point.
However, both positions warns a tendency to exploit the ethics. Ethics does not define economic performance, should not be interested because "paid" or nor should be considered based on a demand for social image. A legalistic conception of ethics also involves considering it as an instrument or "middle" in the service of an economic outcome. However, it is no doubt that for those who lack of ethics is profitable in the "short term" it ends up being almost in all the times a bad deal in length; and vice versa: an ethically correct behavior is always profitable on the "long term".
The background is that ethics itself pursues human excellence, not the achievement of economic performance. In that each individual give it better Yes, both maximized the personal potentialities (happiness) as the chances of business success. In addition, the company, as a moral subject, does not exist: only people are subjects of punishment or moral recognition.
Thus, the concept of a management based on values is important. That is incidentally related corporate competencies, the structure of personality and technical skills, is always subject to personal skills and ethical values.
Given that the result expected in the conduct of the persons is in direct relation to their motivations, within the motivators (extrinsic, intrinsic and transcendent) classics, those who say direct relationship with the person as a person are not only the most important but the most influential.
Published for educational purposes
Concepts of Leadership and Marketing

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