Reference no: EM132260120

Answer the following Questions:

1) Read the article "A history of schools of marketing thought" which can be found

i) Prepare a 4-6 page synopsis of the article.

2) Consider the three key forces (technology, globalization, and social responsibility) driving the new marketing realities.

i) How are they likely to change in the future?

ii) What other trends or forces might affect marketing?

3) How would you describe the schools of ethical thought? (300 words)

4) Read The CEO of Starbucks and the Practice of Ethical Leadership and complete the questions at the end of the case study (300 words)

Case : The CEO of Starbucks and the Practice of Ethical Leadership

Practice of Ethical Leadership

Ann Skeet, senior director of Leadership Ethics at the Markkula Center for Applied Ethics, has created a Practice of Ethical Leadership. Using this model, we can ask the overall question: How is Johnson practicing ethical leadership? Additionally, we can consider what we learn about his character through his actions and his impact.

Along with character as a cornerstone for anyone's practice of ethical leadership, we can look at the five additional ethical leadership practices Skeet identifies as a way to explore whether Johnson's actions are enhancing his impact as an ethical leader in his role as Starbucks CEO.

Creating Community: Did Johnson use Starbucks' shared values as the cornerstone of his decision making after the arrests? Did his decision to close all Starbucks stores for unconscious bias training and to create a new "Third Space Policy" align with Starbucks' mission and goals? Did his handling of the incident promote positive relationships between employees and customers? Did it encourage a sense of connectedness and shared values?

Encouraging Ethical Conduct: Did Johnson openly acknowledge that his decision was based in ethics and morality? Did his apology and actions promote awareness of an ethical issue? Did it create a positive or negative difference in the communities Starbucks serves? Did it make a positive or negative difference for Starbucks employees and customers?

Showing Discipline in One's Role: Does Johnson explicitly accept responsibility for the incident and provide direction for a course correction? Does he identify ways to collaborate with others when necessary? Does he show he understands what his role is in fixing this problem?

Clarifying Culture: Did Johnson clarify his values and the company's values in his apology and with his subsequent actions? Did Johnson's apology and follow-up actions uphold Starbucks' mission and core values? Did he identify gaps between stated and actual values? Did Johnson's apology help Starbucks employees figure out if their personal values align with the company's?

Designing Ethical Systems: Did Johnson's actions have impact beyond Starbucks? Did they sent a precedent for other companies to follow? Did his apology create a conversation about unconscious bias in the workplace? How do his apology and the subsequent follow-up actions compare to other companies and CEOs that have faced similar problems?