John Smith should sell the names because his business is about to be bankrupt and this is his only choice if he wants to stay in business. The AMA Statement of Ethics talks about doing the right thing and promoting the highest standard of professional ethical norms and values for its members. Their ethics concentrates on three main points which are do no harm, foster trust in the marketing system, and embrace ethical values. I believe that collecting money for a survey done from a bigger company when in need doesn't go against these ethics. Good things can come from this transaction for John's small marketing research firm because more bigger businesses can acknowledge this and realize it can help their business out. Having John's firm do the dirty work and pay them less than you're going to gain from it is a win win situation for both businesses. I do believe this is a common dilemma because bigger businesses take advantage of smaller ones like John's in which they gain a profit from it.
Could John turn this deal down and stay in business? If yes, how so?
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