Professional Documents
Culture Documents
Shrestha, Joeti L.
Over the past four hundred years during what has come to be called the ‘modern era,’
the manner in which people have come to work and live has undergone dramatic changes. It
has only been in the modern era that commercial exchange has become the primary manner
in which we cooperate with one another in order to grow our food, make products and
exchange goods (Heath, 2002). Due to our intertwined lives in commerce, it is of particular
interest to consider the value of commercial relations and to examine, from a normative point
of view, the foundations, operations and effects of a management’s morality and socio-
system with rapidly changing technologies and in an increasingly complex environment. Kast
& Rosenzweig says that the development of organization and management practice is
strongly influenced by these forces. Concepts and actions are affected by value system
(morality) determined not only from within the organization but by the socio-cultural norms
Hence, the report sees the necessity to understand the importance of ‘moral and social
• Marketing,
• Finance and
• Production
Human
Resource Marketing Finance Production
Development
Management is the planning, organizing, leading and controlling of human and other
ideologies of the broader society. Values are normative standards that influence human
beings in their social roles and choice of actions. Values are subject to evolutionary change,
and the modern management is faced with a number of ethical norms that are often in
conflict.
The capitalistic ideology has not been the norm or standard ethic throughout history. In
ancient Greece and Rome, and throughout much of the medieval period, commercial
activities were tolerated as necessary evils. The rise of the capitalistic ethic has been
associated with changes in the religious ethic resulting from the reformation and the
Protestant movement. Adam Smith provided the capitalistic ethic with its grand theory. He
argued for economic freedoms on the premise that by maximizing their self- interests, each
person would benefit the total society. The Protestant ethic and the emerging spirit of
technological applications. However, Marx and Engels saw the capitalistic system as a
primary threat to the social structure and recommended revolutionary remedies. Other forces,
such as emerging government regulation and labor unions, helped transform the classical
capitalistic ethic. The Great Depression of the 1930s brought a low point the esteem for
Therefore, the world is a society of moral and ethical pluralism and the management is
According to the Oxford Dictionary, the word ‘moral’ originated from the Latin word
moralis, which means, concerned with the principles of right and wrong standards of
behavior.
b. Social:
The word ‘social’ originated from the Latin word socialis which literally means
allied. The Oxford Dictionary defines social as having to do with society and its organization,
which is a community of people living in a country or region and having shared customs,
2. According to Psychology:
a. Moral:
According to Wade and Travis, psychology explains ‘moral’ as an action made over
judgment according to what people do and why they do. The development of moral focuses
b. Social:
person’s perception, attitude, emotions and behavior in conformity with the group,
3. According to Philosophy:
a. Moral:
distinguishing right actions from wrong actions. These theories can be divided into
consequentialist and non- consequentialist approaches. Many philosophers have argued that
the moral rightness of an action is determined by its results. They argue that if the
consequences are good, then the act is right, if they are bad, the act is wrong. By contrast,
non-consequentialist theories contend that right and wrong are determined by more than the
likely consequences of an action. They believe that other factors contribute to the moral
assessment.
The writer Thomas says that although some thinkers differentiate between ‘ethics,’
‘moral,’ ‘ethical,’ or ‘morals’, it is largely observed that the two words are used
synonymously. Moral or ethics began in ancient Greece when philosophers focused primarily
on the nature of moral virtue. Socrates (469-399 BC), focused on the relationship between
ethics and human personality. He argues that a moral person is someone who is free from the
grip of vices as lacking freedom, self-control and intellectual clarity which are needed to live
happily. In connection with Socrates, Plato (427-347 BC) described morality as a proper
balance and harmony between different aspects of the ‘soul’- reason which rule over the
physical desires with the help of emotions. Whereas, Aristotle (384-322BC) viewed moral as
a character or personality, which stresses on the inner dimensions of human action. Virtue
b. Social:
In ancient Greece, being social meant an interaction within the city- states between
statesmen, nobles and the merchants. Socrates (469-399 BC) addressed ‘good life’ for both
individuals and societies as the first rule for a successful life. The social order for the
Athenians was to be ‘good.’ Knowledge of ‘good’ was then the goal of life. But knowledge
of the ‘good’ came from both the goodness/badness of the character and the
wisdom/foolishness of the intellect. It was necessary to develop both for themselves (ethics)
and for their society (politics). Plato (427-347 BC) focused his discussion on politics
(society). He believed that in order to have a ‘good life,’ there was a need for good society.
Hence, justice was said to be the harmonious union of citizen, with each group excelling at
what they did best and with no group interfering with the activities of any of the other which
4. According to Sociology:
a. Moral:
and beliefs through a process of interpersonal communication. The values, attitudes and
beliefs represent how one views the world and the tendency to respond to things in certain
ways.
b. Social:
The values, attitudes and beliefs learned from the people one associates with,
particularly ones reference group is called as being social. The reference groups consists of
those people whom one admires, like and identify with whom one uses as a source for ones
IV. Moral and Social Dimensions according to the Four Functional Areas of
Management
In the wake of the 21st century, a management strategist has to understand the
implications of moral and social dilemma within its core functional areas. The two words
‘moral’ and ‘social’ are intertwined such that one doesn’t stand without the other. The
morality of issues raised in any organization always has its repercussion on the society. The
social issues in management result from opposing ideas or actions about ethical behavior.
Since management and employee or consumers have contrary positions and interests,
there is element of tension in transactions that brings about a need for moral decisions.
tackled.
2. Marketing.
3. Finance.
4. Production.
activities conducted with in a specific time and designed to produce behavioral change.”
There are three different types of activities and their relationship in HRD:
• Training Job
• Education Individual
- Excerpt from Human Resource Management in the Philippine Setting, Thomas D. Andres, New Day Pub.,
Q.C., 1991.
a. Moral Aspect of Human Resource Development:
the quality and adequacy of its human resources. Therefore, it is desirable that its employees
and officers be developed to the optimum level of their potential. He explains that the
morality of HRD illustrates that human beings have the capacity for growth and should strive
constantly in order to sustain the growth of the company. Since each one is a person in his
own rights and is capable of innovative contribution, employee’s interest and organizational
objectives can be integrated. The morale of the members of an organization is at its highest
The advantage to society of having a well- trained national work force is very real.
Without such expertise, the high standard of living of technology- based societies would not
be possible. Furthermore, those who have been trained are more valued in the labor market.
This provides them with higher standard of living, higher status, a greater degree of job
security, better promotion prospects, greater job satisfaction and recognition as well as
personal satisfaction.
The HRD includes not only the training, education and development work carried out in
an organization on behalf of its employees, but also that variety of HRD activities being
carried out for non- employees such as work study, cooperative education, apprenticeship,
and training activities carried out for customers and users of an organization’s products.
2. Marketing:
Mason defines marketing is an act of making product to a certain demographic
consumer. A market focused organization first determines what its potential customer’s
desire, and then builds the product and services. He says that the two major factors of
marketing are the recruitment of new customers (acquisition) and the retention and expansion
According to Davidson once a marketer has converted the perspective buyer, the base
management takes over. The process for base management shifts the marketer to build a
relationship nurturing the links, enhancing the benefits that sold the buyer in the first place,
and improving the product/ service continuously to protect the business from competitive
encroachment. For a marketing plan to be successful, the mix of the four "Ps" must reflect
• Product: The product aspects of marketing deal with the specifications of the actual
goods or services, and how it relates to the end-user's needs and wants. The
• Pricing: This refers to the process of setting a price for a product, including discounts.
The price need not be monetary - it can simply be what is exchanged for the
• Promotion: This includes advertising, sales promotion, publicity, and personal selling,
and refers to the various methods of promoting the product, brand, or company.
• Placement or distribution: Refers to how the product gets to the customer; for example,
point of sale placement or retailing. This fourth P has also sometimes been
called Place, referring to the channel by which a product or services is sold (e.g.
online vs. retail), which geographic region or industry, to which segment (young
- Excerpt from The Moral Dimensions of Marketing: Essays on Business Ethics, Kirk Davidson, South- Western
Educational Pub., NY, 2002.
so that they can outsell the competition and gain market share; therefore, less-than-attractive
qualities sometimes emerge such as greed, selfishness, and unethical behavior. Despite this
downfall, these marketers still serve an indispensable link between production and
consumption, which drive the free market economy. Marketers can elect to treat customers
with respect and develop long-term relationships or they can choose to deceive the customers
Davidson explains that the vulnerable target audiences of marketing are mostly
children, senior citizens, disabled individuals, minorities, and the less educated population.
His core argument is that these vulnerable people are not on equal standing with the
sellers. Therefore, marketers are faced with a situation where they have a significant
advantage over the customer. Targeting a vulnerable market becomes a moral issue for
marketers when products with some health or welfare risk, such as sugar coated cereal,
cigarettes, or malt alcoholic beverages, are added into the mix. The buyer's barrier is lack of
knowledge, maturity, or poor judgment. The free market economy will often chastise the
marketers who chose an adversarial relationship with vulnerable target audiences because
responsible for the harm caused to consumers and society. Whether the distinction between
right and wrong is determined by the legal system or public opinion, it is constantly changing
and the blame is often shifted back forth between seller and buyer. It may be in the best
interest of the seller to make safety alterations, but the buyer must take some individual
responsibility. Other ethical issue involving products are packaging, which can harm the
environment, downsizing, which can deceive the buyer, and working conditions under which
the products are made. In order to ameliorate these ethical concerns, both the seller and the
buyer must exercise some sort of restraint and good judgment. Greater responsibility, on the
part of the organization, for the interests of the buyers has the potential not only to prevent
more government regulation, but also lead to greater long-term profits through a competitive
advantage.
A major segment of society perceive some of the practices in marketing as offensive and
behavior creates tension between economics and respectability, social acceptance, and good
taste. The marketers attempt to draw potential buyers away from competitors and capture
their attention thought creative advertisements, placements, and sponsorships. Joking about
ethnic backgrounds, displaying sexual images, and/or demeaning a rival's product will draw
attention to the product or service, but it is a very tricky tactic that can blow up in the
marketer's face. Even though marketers are tempted by short-term gains, they must remain
marketers must conform to what the majority of the population defines as socially acceptable.
3. Finance:
Finance is a field that studies and addresses the ways in which individuals,
businesses, and organizations raise, allocate, and use monetary resources over time, taking
into account the risks entailed in their projects. The term finance may thus incorporate any of
the following:
• As a verb, "to finance" is to provide funds for business or for an individual's large
Hillard explains that the activity of finance is the application of a set of techniques
that individuals and organizations (entities) use to manage their money, particularly the
differences between income and expenditure and the risks of their investments.
The moral aspect according to Hillard is that finance is used by individuals (personal
the goals of each of the above activities are achieved through the use of appropriate financial
essential to ensure a secure future, both for the individual and an organization.
But, it is such that the adversarial side of finance is its denseness that no layman can
understand. There has always been a speculation of banks, insurance companies and financial
corporations underestimating the client by deceiving through using technical jargon terms
and conditions, policy and procedures which often is manifested through credit collection,
insurance exchange coverage of premium for a certain eventuality and the like. Huge global
corporate debts, exploitive trading of mutual funds, self- serving reports by security analysts,
Hillard adds that good faith (Uberrimae fidei) which refers to absolute honesty must
characterize the dealings of morality between both the financial institutions and the entities.
This tension not only affects the financial institutions and clients (entities); it impacts
suppliers, etc. When combined with an imbalance of power, this tension becomes even more
problematic.
4. Production:
Production is the act of making things; in particular the act of making products that
produce, how to produce them, the costs of producing them, and optimizing the mix of
resource inputs used in their production. This production information can then be combined
with market information (like demand and marginal revenue) to determine the quantity of
product and other measures of national income and output. An organization depends on
production efficiency and marginal productivity which is a calculated price based on the
required rate of return on investment, or rate of return on sales. Hence, in order for a quick
return of investment and a cheaper product to beat competition, companies use immoral
The practice of unethical use of toxic raw materials, substandard equipments and
materials, unobserved safety guidelines for employees, exploitation of child labor etc are
evidently found all over the world which are being exercised to increase production rate at a
lower price to reach the global competitive market. Manufacturers overlook these areas to
gain quick revenue which in unforeseen circumstances jeopardize the safety of employees,
framework of the technological scheme, defined as the control for human benefit. It is the
responsibility of companies to realize the implications of their actions and exercise restraint
in matters that limit the freedom of other individuals in the society. It is to the company’s
benefit that they follow practical and economical production plan, purchase of standard and
disposal and management regulations, adaptability for employees, promotes workers' health.
Such production planning and control will be advantageous to every aspect of business:
• Less exertion.
• Less handling.
• Fewer accidents.
Moral problems occur frequently in management. The problems extend far beyond
the commonly discussed issues of bribery, collusion and theft, reaching into areas such as
toward other people that is felt to be morally correct. These beliefs help to form our moral
standards of behavior. They reflect our sense of obligation to other people. The problem,
however, is that frequently it is difficult to avoid harming other people, and this is
creditors, stockholders, citizens of different communities, states and countries- and benefits
(measured by revenues, costs and profits) and its social performance (stated in terms of
obligations to persons both within and without the organization). Unfortunately, the dilemma
of management is that these obligations are costly, both for organizations evaluated by
financial standards and for managers subject to financial controls. But, frequently there is a
balance between the financial outcome and the social impact of an organizational decision,
and the dilemma of management comes in attempting to find the point upon that balance that
is ‘right’ and ‘just’ and ‘fair’. These moral problems could be examined by the factors that
Benefits to some
Harms to others
Rights exercised
Rights denied
Figure: 1 Analytical Process for the Resolution of Moral Problems
- Excerpt from The Ethics of Management, LaRue Tone Hosmer, McGraw- Hill, Singapore, 2006.
Moral standards of behavior are the gauges of individuals and organizational actions.
They are the means we all use to decide whether our actions and those of the other people
and other groups with whom we live and work are justifiable. The problem is that our moral
standards of behavior are subjective and personal. The first step to understand is that moral
standards are not an adequate framework for decision because they are variable as well as
personal. They vary by individual, group, region country, culture and time. Moral standards
of behavior differ between people because the goals, norms, beliefs and values upon which
they depend also differ and those in turn differ because of variations in the religious and
cultural traditions and the economic and social situations in which the individuals are
Religious/cultural
Traditions
Personal Goals
Personal Norms Subjective Standards
Personal Beliefs of Moral Behavior
Personal Values
Economic/Social
Situations
- Excerpt from The Ethics of Management, LaRue Tone Hosmer, McGraw- Hill, Singapore, 2006.
a. Personal Goals:
Goals are our expectations of outcomes. They are the things we want out of life and
the things we expect others probably ant out of life as well. They include material
b. Personal Norms:
Norms are our expectations of behavior. They are the ways we expect to act and the
c. Personal Beliefs:
Beliefs are our expectations of thought. They are the ways we expect to think, and the
ways in which we expect others to think, about given situations. Our beliefs generally
support our norms, and our norms usually lead towards our goal.
d. Personal Values:
Values are our priorities among goals, norms and beliefs. They are the ways we judge
the relative importance of what we want to have, how we want to act, and why we believe as
we do.
The goals, norms, beliefs and values of a person will vary depending upon the
cultural, religious tradition, economic and social situation of that person. The economic
situation includes the relative income and financial security of the individual. The social
those benefits and harms, that exercise and denial of rights together compose the ‘impacts’ of
a. Benefits:
individual.
b. Harms:
an individual or an organization.
c. Rights:
group of people.
d. Wrongs:
Privilege of people denied and made less certain by the present or proposed action by
an individual or an organization.
If the balance of benefits received and harm imposed and the contrast of rights
exercised and rights denied conflict with the personal moral standards, then the situation is
4. Moral Analysis:
If an organization can not simply reach a decision on what is a proper balance of
benefits or harm, rights recognized or denied in any given situation, organizations have to go
further and be able to explain why that balance should be viewed as ‘right’ and ‘just’ and
‘fair’. A convincing explanation requires objective methods of analysis which are as follows:
a. Economic Outcomes:
It is referred to the net balance of benefits over costs for the full society, given
that the values of those benefits and costs are determined by all the people within the society,
acting through free and open market, which is known as Pareto Optimality.
The analytical method of economic outcomes can also be expressed as three dictums:
2. Specifically, more is better than less when that ‘more’ consists of what people
3. More specifically, that more of what people really want is better then less when
The concept of the greatest possible economic benefits at least possible economic
costs is considered to be a valid means of morally evaluating the benefits and harms of a
moral problem.
b. Legal Requirements:
behavior of members of that society. The concept of a law that focuses on the social interests
of all society rather than on the self- interests of a portion of society can be considered to be a
valid means of evaluating the balance of rights and wrongs of a moral problem.
c. Ethical Duties:
Ethical duties refer to the obligations owed by members of society to other members
of that society.
Hence, these determining factors could clearly assist a management to assume the
People throughout the firm- employees, suppliers, distributors, customers, and owners
react positively when they believe they have been treated in ways that they consider to be
‘right’, ‘just’ and ‘fair’. This positive reaction consists of increased trust, greater commitment
and higher effort, which is the key to a successful management. One such achievement could
Organizational
Values
Corporate
Goals
Mission
Statement
Incentive
Payments
Prohibited
Procedures
Leadership
Actions
Figure 3: Philosophy of Management to achieve Greater Trust, Commitment and Effort
- Excerpt from The Ethics of Management, LaRue Tone Hosmer, McGraw- Hill, Singapore, 2006.
VI. Conclusion
every level of the business. In today’s competitive society, organizations are torn between the
drive to increase profits, thereby pleasing shareholders and the desire to act ethically, which
satisfies buyers and other stakeholders. Freedom and wealth are two major factors involved
when organizations are faced with conflicting decisions regarding ethics and economics.
As a result, organizations can achieve both profitability and fairness through ethical
business practices. Organizations must practice restraint when tempted by short term gains
and remain focused on long term profits that can result from ethical behavior.
Over viewing the uncompromising world of business and trade, it has been very
important to study the moral and social dimensions through the perspective of the four
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Website:
www.wikipedia.com/finance
www.wikipedia.com/production