Introduction
The sector of business is one of fundamental—if not the most important area of the world today. And in order to succeed in it, individuals, corporate groups or organizations must ensure that they clearly follow the stipulated guidelines and rules that dictate each business. It is at this point that sustainable/ethical business and marketing practices inherently come into play.
So whether you are having a small or large business, online or the normal type of business; sticking to the business ethics is paramount! However, Perez (2010) importantly notes that obeying these ethics is quite rare to find in the current world where “the end justifies the means” and “every man for him” is the order of the day. As a result, “good business people” are more often than not the casualties in this perilous competition where wealth and profits are the only variables that are, seemingly, considered sacred.
On the other hand, doing away with the ethics so that businesses get to operate in a “free market” as opined by the 18th century economic guru—Adam smith opens multiple doors for countless hazardous possibilities (Tutor2u, 2010).
So the question most people seem to be asking themselves is: should we continue being ethical even if we do not make profits, or should we jump ship when ethicalness becomes an impediment to the sustainability and continuity of our businesses? Well, my moral compass does not exactly point north, but I tend to believe that any level-headed person with the adequate knowledge of right and wrong will always be able to find a way of balancing personal progress and societal good.
By finding that balance, the issue of being unethical in your marketing and business practices will be scrapped off. If that does not help you, then I believe the pointers embodied in the researched writings below will concisely steer you to the right direction.
Main Discussion
Preliminarily, it is common knowledge that values and attributes like honesty, integrity, fairness, donation to good causes, amicable handling of clients, selling or marketing original safe (tried and tested) products, truthful advertisements and proper treatment of staff are some of the many revered ethical and business practices that immensely attracts people to organizations (Jacob 2010; Rajeev 2010; Tutor2u 2010; and Perez 2010).
However, for one to be truly ethical, there are many more vital considerations that come into play. These considerations are the ones that hugely dictate whether a person is judged as unethical or not. For example, most societies consider the abortion business as being unethical. However, in the case where the birth of a particular child poses surmountable threats to the mother, then I believe, abortion will be the logical thing to be done, don’t you think so?
Similarly, BSD Global (2010) and Withey (n.d., p.2-5) articulate that exorbitant pricing of goods (be it in a business or marketing) is quite unethical. However, in a scenario whereby a lot of money was pumped into making the product or rendering a service, a high pricing is relatively acceptable. I know this may disadvantage a couple of people who are financially challenged; but sometimes we have to contend with reality and be human enough to accept that some things are beyond us.
Additionally, when talking about sustainability in marketing and business, BSD Global (2010) says that on top of salient practices like: measuring progress over time, having a mission statement and having good communication systems among many other basics; we should also remember not to be “too’ ethical to the point of our businesses collapsing.
In relations to the above point, we must learn to be professional and soberly engage in tough decisions for the greater good of our companies. For example, you may direly need pump in money so as to sustain your business or marketing. On the other hand, your immediate community (which is your consumer base) requires you to contribute toward some project. This poses a great challenge to you because both sides are important to you.
So in such a scenario, it is advisable to ensure that you engage in the decision that will ensure that you get a chance to help yourself and the community. Withey (n.d., p.2) further illuminates on being ethically right in such dilemmas by saying that something ethical to one person, can be wrong to another; so to stay on the safe side, stick to the code of ethics.
Rajeev (2010) expresses similar sentiments to Withey by saying that the code of ethics greatly helps in balancing the 6 important facets of marketing and business. Firstly, the code of ethics helps us in knowing how to handle the investors in the right way.
Without the investors, running our business is utterly impossible and we should therefore keenly handle them. Secondly, it also stipulates how to deal with employees—who are very fundamental for the growth of any business. Thirdly, it makes us know how to relate to our customers—whose essential role in our companies is even needless to state.
Fourthly, the code of ethics guides in dealing with competition. In as much as we may want to sideline our businesses from our competitors, it is inherent to state that these business or marketing contenders also play a great duty in pushing us towards progress. For example, when they discover a good product, it pushes us to incept even a better one. Again, we can also get to learn important business secrets especially from the high soaring competitors (Withey, n.d., p.2).
Fifthly, the code of ethics importantly highlights how to stay on the right side of the government on issues like tax payments, trade practices, unlawful activities and even governmental support to companies or individuals. Sixthly and lastly, it assists us to know ways of being environment friendly.
The environment facet can be viewed twofold. Primarily, it warns individuals, organizations and corporate groups from engaging in environmental degradation practices like emitting toxic substances, poor disposal of refuse or even using technologies that are environment friendly (Ashok, 2001).
Secondarily, environment here is composed of the people living around our business or marketing arenas. Ethically, we are charged with the responsibility of committing to assist in community development—commonly known as corporate responsibility (BSD Global, 2010).
Conclusion
In finality, it is invaluably important to remind us that in as much as most people portray ethical uprightness as something that does not have tangible rewards, I tend to believe that ethical decency is not just fulfilling to the people who engage in it, but is also immensely rewarding. I, for example, can attest to having been greatly rewarded from my ethical actions.
And I believe that all people who ascribe to religious beliefs (whether a Christian, Muslim, Hindu and other religious circles) or even atheists (who believe in karma); agree that evil begets evil and good deeds bring good tidings. So you really should not have any excuse for behaving in an unethical way.
I concur that some circumstances may make it difficult for you to behave ethically, but that does not mean you can not try. Plus, the success of your business and marketing greatly depends on it, so give yourself a good chance like many other people who have been ethically upright and succeeded (Jacob, 2010).
References
Ashok, R. (2001) Ethical marketing for competitive advantage on the internet. BNET. Web.
BSD Global (2010) Sustainable business practices: IISD’s checklist. Business and Sustainable Development: A Global Guide. Web.
Jacob, P. (2010) Ethical business practices on the internet. Ezine Articles. Web.
Perez, N. (2010) Maintaining an ethical business practice. Ezine Articles. Web.
Rajeev, L. (2010) Ethical and unethical business practices. Buzzle. Web.
Tutor2u (2010) Ethical issues in business. Web.
Withey, J. J. Ethical dilemmas in marketing practices among small and medium sized enterprises. JABE. Web.