Halina Mountain Resort a Case Study

Topics: Ethics, Marketing, Market research Pages: 18 (5222 words) Published: February 12, 2013

Sarah Norton is an MBA student who specializes in market research. She has one semester left until graduation and is working as a graduate assistant. She is a person with very high ethical values and she is very religious. She looks for a job in Hammonsville, where she wants to stay. She starts working for the Wise Research Corporation, a field research services company. They have offices in Dallas, Hammonsville and Tulsa. She travels to Dallas to start her training for the job and finds out that the company's behavior to the different stakeholders is very unethical. Sarah, a very ethical person with high values, finds herself in a big dilemma – should she stay with the company or better, resign from the job even though she quit her graduate assistantship.

In the situation analysis, environmental, cultural and political trends are discussed. The economy in general is not in a growing stage and the ethical behavior in business is not sufficient. Nevertheless, there is a growing trend to increase ethical behavior, and many companies and associations develop a code of ethics for their business or industry. In the second part of the paper, the problems appearing from the situation are discussed. Unethical behavior and it's impact on the stakeholders of the company lead to Sarah's decision whether to resign form the job or not. In the third part, a solution is presented which is the resignation from the job. A justification of the chosen solution follows and also an implementation strategy.


A. Environment

1. Economic conditions and trends

The economic conditions are important in this case because they are not favorable to find a job; especially not for lower managers like MBAs just graduating from college. The American industry is in the process of downsizing. Please note! This is not an example of text written by our writers! Essaypedia.com is a database of essays that were collected at open web resources. You can use them at you own risk following the citation rules below.

But we recommend you to order a custom plagiarism-free essay written just for you from one of our writers. Place an order, add your paper details and enjoy the results! You can keep in touch with your writer, check the draft of your paper and send your order for revision for free. If you are hesitating to place an order – just ask for a quote! In Appendix one, unemployment figures are provided, and show see that unemployment was very high in the years 1994/1995.

2. Cultural and social values and trends

Unethical behavior is becoming more and more common in business life. One can observe unethical behavior every day by simply watching the news. This results from the following developments:

ü the high value society places on economic success

ü profit share being the sole objective

ü intense competition between departments, people or companies

ü management being concerned with the "letter of law" rather then with "the spirit of law"

ü ambiguous corporate policies regarding ethical behavior

ü inadequate controls allowing people to get away with behaving unethically

ü business leaders failing to comprehend the public's ethical concern

ü the "let the buyer beware" custom prevails (Greenberg J., Baron R. A. (2000) p. 31).

Since these trends in industry have created a very unsatisfying condition, business leaders are trying to increase morale values in business life and many companies develop a code of ethics, a mission about ethical behavior or an organizational culture with high ethical standards.

3. Political and legal issues

In the field of market research there is a code of professional ethics developed by the Market Research Association (MRA). However there is no nationwide standard for collection and handling of data for market researchers. This Code of Ethics is provided in Appendix II.

4. Summary of environmental opportunities and threats

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