chapter  3
9 Pages

Decision model, sample case (L’Oréal), and analysis

This short chapter provides a “bridge” between the fi rst two chapters that focused on the conceptual aspects of ethical marketing and the next two parts that present multiple cases for analysis. The intention of the chapter is to provide students with two approaches that might be utilized in preparing their evaluation of subsequent cases. Your authors have developed a template for case analysis that is fi rmly rooted in the BPs discussed above. In fact, the model we present uses the seven stages that were presented for BP7. We should add that some instructors will prefer to discuss the questions that are included for every case. We caution students that even if the questions at the end of the case do not seem to have an explicit ethics thrust, the BPs presented in Chapters 1 and 2 should be reviewed before answering the questions.