Stumbled onto important piece of competitive intelligence

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Reference no: EM132257144

A marketing manager for a dog food manufacturer stumbled onto an important piece of competitive intelligence while visiting a local printer near her company’s plant. While waiting to speak with the salespersons that handled her company’s account, the manager noticed some glossy advertising proofs for one of its competitor’s products. The ads highlighted some new low prices. When she mentioned the prices to the printer, she was told that they were part of a new advertising campaign. On her return to headquarters, the marketing manager called a meeting of her own company’s management. As a result of that meeting, the company initiated a preemptive, price-cutting campaign of its own that effectively neutralized the competitor’s strategy.

- Is there an ethical dilemma? What is it?

- Would you tell your company about the ad campaign? Why? Why not?

Reference no: EM132257144

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