The paper "The McKinstry Advertising Situation" is an outstanding example of a management assignment. Mckinstry is an advertising firm that uses personal and permanent relationships with clients to maintain contact with clients. Mckinstry has an ongoing relationship with a firm which manufactures laser and radio sensors. Mckinstry is to handle the account of the electronic firm which manufacturers police laser sensors and enable speeding drivers to slow down before they are caught for speeding. Speeding is a major contributor to accidents; speeding is a factor in 69 per cent of accidents, while speeding is a major factor in 86% of accidents that results in serious injury and death. However, other factors contribute to accidents including intoxication. Accurate measurement of the extent speed contributes to accidents is not available. Owing to the fact that the new device will allow drivers to over speed, Marilyn Schaefer and associate at McKinstry has refused to take the advertising account of the electronic firm. Schaefer argues it is unethical to market a device that will allow over speeding and cause more injuries and deaths on the roads. However, the electronic firm insists that it wants Schaefer to personally handle their account. George Sarbo, the account executive, insists that Marilyn must handle the account or never work for the firm again. George goes ahead and fires Marilyn as she sticks to her stand. This case has several stakeholders who have differing moral stands and assumptions.
Marilyn Schaefer has admirable ethics and stands on her decision not to market a product that is detrimental to public safety. Marilyn believes that it is wrong to put the lives of millions at risk by allowing drivers to escape detection when they are speeding.
In contrast, George Sarno’ s ethics are doubtful as she targets Marilyn for dismissal because she takes a moral stand by refusing to market the laser detector. George is uncaring about public safety and cares only for getting and retaining business for McKinstry (Baron 2003). The electronic company is also unethical as it seeks to provide a device that will endanger the lives of many. They assume that it’ s right to do everything to get sales for their firm without caring who will be hurt the process. The government is also a major stakeholder in the scenario as they have an interest in protecting the public against road accidents.
The government is under the ethical assumption that a product that results in harm to the public should be banned. To this end, the governments of some states have banned the use of radar detectors in passenger vehicles. Question 2 The program manager of Mckinstry agency is the main decision-maker in the case. The program manager has to decide whether the agency should take the electronic firm’ s account and thus start marketing the new type of radar.
The manager has to accommodate the view of the company that the deal is lucrative and would bring a lot of revenue to the firm. However, the firm has to consider the negative public perception of radar detection devices. The radar detection devices have been associated with speeding as they allow errant drivers to escape detection. The firm risks its reputation by dealing with gadgets that endanger the lives of road users. According to Shaw (2013), the reputation of a firm is affected significantly if the firm is perceived to be acting unethically by the public.
Reputation can easily be lost in the information age where sharing of information is faster and easier (Carroll and Buchholtz 2014). Therefore, the program manager had to weigh the risk of undertaking a profitable venture which is viewed as unethical. The program manager made the decision to take the electronic firms marketing account. However, Marilyn Schaefer opposes the decision and refuses to work with the electronic firm terming marketing of the device as unethical.
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