Halina Mountain Resort a Case Study Essay

Sarah Norton is an MBA pupil who specializes in market research. She has one semester left until graduation and is working as a alumnus helper. She is a individual with really high ethical values and she is really spiritual. She looks for a occupation in Hammonsville. where she wants to remain. 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 get down her preparation for the occupation and finds out that the company’s behaviour to the different stakeholders is really unethical. Sarah. a really ethical individual with high values. finds herself in a large quandary – should she remain with the company or better. resign from the occupation even though she quit her alumnus assistantship.

In the state of affairs analysis. environmental. cultural and political tendencies are discussed. The economic system in general is non in a turning phase and the ethical behaviour in concern is non sufficient. However. there is a turning tendency to increase ethical behaviour. and many companies and associations develop a codification of moralss for their concern or industry. In the 2nd portion of the paper. the jobs looking from the state of affairs are discussed. Unethical behaviour and it’s impact on the stakeholders of the company lead to Sarah’s determination whether to vacate organize the occupation or non. In the 3rd portion. a solution is presented which is the surrender from the occupation. A justification of the chosen solution follows and besides an execution scheme.

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A. Environment

1. Economic conditions and tendencies

The economic conditions are of import in this instance because they are non favourable to happen a occupation ; particularly non for lower directors like MBAs merely graduating from college. The American industry is in the procedure of downsizing. Please note! This is non an illustration of text written by our authors! Essaypedia. com is a database of essays that were collected at unfastened web resources. You can utilize them at you own hazard following the commendation regulations below.

But we recommend you to order a usage plagiarism-free essay written merely for you from one of our authors. Put an order. add your paper inside informations and bask the consequences! You can maintain in touch with your author. look into the bill of exchange of your paper and direct your order for alteration for free. If you are wavering to put an order – merely inquire for a quotation mark! In Appendix 1. unemployment figures are provided. and demo see that unemployment was really high in the old ages 1994/1995.

2. Cultural and societal values and tendencies

Unethical behaviour is going more and more common in concern life. One can detect unethical behaviour every twenty-four hours by merely watching the intelligence. This consequences from the undermentioned developments:

u the high value society topographic points on economic success

u net income portion being the sole aim

u intense competition between sections. people or companies

u direction being concerned with the “letter of law” instead so with “the spirit of law”

u equivocal corporate policies sing ethical behaviour

u inadequate controls leting people to acquire away with acting unethically

u concern leaders neglecting to grok the public’s ethical concern

u the “let the purchaser beware” usage prevails ( Greenberg J. . Baron R. A. ( 2000 ) p. 31 ) .

Since these tendencies in industry have created a really disappointing status. concern leaders are seeking to increase morale values in concern life and many companies develop a codification of moralss. a mission about ethical behaviour or an organisational civilization with high ethical criterions.

3. Political and legal issues

In the field of market research there is a codification of professional moralss developed by the Market Research Association ( MRA ) . However there is no countrywide criterion for aggregation and handling of informations for market research workers. This Code of Ethics is provided in Appendix II.

4. Summary of environmental chances and menaces

The economic system in general is non in a turning phase and the ethical behaviour in concern is non sufficient. However. there a returning tendency to travel to a more ethical behaviour. hence many companies and associations develop a codification of moralss for their concern or industry. There is no countrywide criterion for ethical affairs in market research and no jurisprudence for ethical behaviour. The Code of Ethics of the MRA is the lone effort to put some ethical regulations how to run a selling research company.

B. Industry

1. Categorization and definition of industry

Opinion and selling research is a multi-billion-dollar industry dedicated to supplying valuable information to companies. which focus on gross revenues and services. Opinion and selling research:

u helps makers to place. to understand and to run into consumer demands and wants

u saves the consumer money by supplying informations to companies to assist them cut down the costs associated with new merchandise failures.

u assists makers and service suppliers to better the quality and utility of the merchandises and services.

Consumers make their sentiments on merchandises. services and issues by replying inquiries of market research workers. The consumer can act upon makers to integrate consumer sentiment into merchandises. services and processs. About 72 million Americans are interviewed in an sentiment and selling research survey annually ( www. mra-net. org ) .

The instance tells us that outside research providers are a turning industry. Wise Research is such an industry.

2. The Code of Ethics and the duties of the selling research industry

The Marketing Research Industry Association writes industry the following about moralss in the selling research industry: “Research cognition and the value of research are communicated to both the concern community and the populace at big. while following with applicable federal. province and local Torahs. ordinances and regulations. MRA ( Marketing Research Association ) expects members to follow rules of honestness. professionalism. equity and confidentiality to guard the involvements of the populace and our clients in order to advance good concern patterns. MRA’s Code of Data Collection Standards consists of the duties of respondents. clients. and informations aggregators non merely to each other. but besides to the general public and concern community. All MRA members must subscribe and adhere to the Code of Data Collection Standards. The criterions are enforced. and ailments of alleged unethical behaviour may be filed against an MRA member who is suspected to hold violated the Code” ( hypertext transfer protocol: //www. mra-net. org/codes/index. cfm ) .

This Code of Ethics is applicable for members of the MRA. It shows how of import ethical behaviour in marketing research is. The book “Marketing Management” by J. Paul Peter and James H. Donnely Jr. besides talks about ethical behaviour in the selling research sector. Peter and Donnely base their ethical Duties on Gilbert A. Churchill Jr. “market research: Methodological Foundations” . They trace the ethical duties to three different groups: respondents. clients and employees.

Duties to respondents are:

u Continuing answering namelessness

u Avoiding mental emphasis for respondents

u Avoiding inquiries detrimental to respondents

u Avoiding the usage of unsafe equipment or techniques

u Avoiding misrepresentation of respondents

u Avoiding coercion of respondents.

The duties to clients are:

u Supplying confidentiality

u Providing proficient unity

u Supplying administrative unity

u Supplying counsel on research use.

And last the duties to the employees are

u Making an ethical work environment

u Avoiding chances of unethical behaviour ( p. 41 ) .

3. Summary of the industry analysis

The market research industry is really alone and provides of import information to the different industries selling merchandises and services to consumers. They usually work with a really high criterion of ethical behaviour ; the MRA summarized these moralss in the Code of Ethics.

C. Firm

1. Description of the company

Wise Research is a market research company. It’s concern is field research in shopping promenades which categorizes it as a field research company. Field research companies do informations aggregation on research undertakings. Wise Research has been runing in this concern for 25 old ages and has several subordinates. These subordinates are all mall research offices. The caput office and two other offices are located in Dallas. TX. one is located in Tulsa. OK and one is located in Hammonsville. MI. The office in Hammonsville has exited for 10 old ages. The company is involved in fieldwork. although they do non bring forth questionnaires or analyse the collected information.

The nucleus competency of Wise Research is to roll up informations for other marketing research houses. and these houses provide the information to their clients. One can reason from the descriptions of the company that it does non hold a mission statement. a doctrine or a peculiar scheme refering organisational civilization and ethical behaviour. There is no selling budget and the office force recruits the clients. The deficiency of ethical behaviour of Wise Research leads to a terrible harm of their repute in the long tally and to any selling attempts. Clients will recognize in a station purchase rating that the informations delivered by Wise Research is manipulated and non valid.

2. Fiscal status

One can presume that the fiscal state of affairs is non really good since we learn from the instance that benefits promised to employees are paid with a hold. This happens to Cindy. the office supervisor in Dallas. Besides. the direction discourages employees from speaking about their wages. Another grounds for a hapless fiscal state of affairs is that Sarah is told that she could do $ 25. 000 a twelvemonth with a 40-hour hebdomad. which is non true. The company owns no computing machines ; this indicates that they merely possess really few assets. The company does non hold a selling budget.

3. Management doctrine and managerial clime

The instance does non state anything about the direction doctrine. but is does speak about the behaviour of the direction. which drastically influences the organisational civilization and clime.

The behaviour of the direction is really unethical. They force their employees to forge organisational figures and they besides put a significant force per unit area on the employees. They take advantage of personal state of affairss of their employees ( such as in the instance of Cindy – she urgently needed a occupation. they paid her less money than other employees ) and this gives direction an image of dishonesty to employees and to clients. Their behaviour is besides really informal ; the interview with Sarah indicates this.

4. Organizational construction

The proprietor of the company. Bill Wise. is besides the president. His married woman Karen works for the company excessively. The central office of the company is in Dallas. and there are four more offices. The offices work with really uneducated staff. Every office has a local trough who carries the duty. The office directors communicate straight with the proprietors of the company.

5. Organizational civilization

The organisational civilization and besides the organisational clime are influenced by the managerial clime. Climate and civilization are two different topics. but they are associated. Hofstede ( 1998 ) provinces in an article “Attitudes. values and organisational cultures” the following about clime and civilization: “Climate derives from sociology. civilization from anthropology. and this affects the methods by which they are studied ; clime is more closely linked with single motive and behaviour than civilization. which resides wholly at the organisational degree ; clime has an appraising intension and partially convergences with satisfaction ; civilizations can be different without one being objectively better than the other. [ … ] Climate can productively be seen as a subset of culture” ( p. 496 ) .

The organisational civilization of Wise Research is really unethical and this is lived and enforced by the direction. The organisational clime is really hapless because of the bad managerial clime.

6. Sarah’s occupation

Harmonizing to Bill and Karen Wise. Sarah’s occupation has the undermentioned work conditions: the wage is $ 11 a hr. and she can gain $ 25. 000 a twelvemonth with a clip per hebdomad of 40 hours. The benefits are wellness insurance premiums at the same degree as the Dallas employees. The Missouri employees usually do non acquire wellness insurance benefits. One hebdomad of holiday was offered after one twelvemonth of employment. Performance reappraisals are held after three and nine months. Raises are merely given after public presentation reappraisals.

7. Summary of the status of Wise Research

The status of Wise Research. particularly in a long-run consideration is really hapless. The fiscal state of affairs is hapless. there are no selling activities at all and the behaviour of the direction plus the organisational clime and civilization is unethical. The direction might see it’s unethical behaviour as strength for the company to bring forth net income in the short tally. but after some clip the different stakeholders of the company will happen out and exchange to the competition.

D. Sarah Norton – the new employee

1. Sarah’s personality

Sarah Norton is 32 old ages old and she was brought up in Missouri by a morally strong household. The values in her instruction were faith coupled with high moral criterions. She is respected and liked by household. friends. and co-workers. She ne’er tries to convert other people to portion her positions in moral criterions. moralss or faith. She has one younger sister and a fellow in Hammonsville and she is really close with them.

2. Location

Sarah lives in the metropolis of Hammonsville. Missouri. Hammonsville has approximately 150. 000 dwellers. Hammonsville is the town where she wants to work since her sister and her fellow Jeff live at that place. The metropolis of Hammonsville does non hold many chances to work as a market research worker. because a little town like this does non incorporate many industries that need market research.

3. Education and work experience

Sarah started to work after graduating from high school for the province of Missouri. She worked in the professional enrollment office of the “Board of Healing Arts” . The office is operated in a really professional mode. and this is what Sarah liked most about her work at that place. After a twosome of old ages in the occupation. Sarah decided to acquire a college grade in selling and direction. She went to Hammonsville State University because she wanted to be near her sister. While analyzing she worked at the local province vocational rehabilitation office. She besides worked at a eating house. for which she had been responsible in the absence of the proprietor.

Peoples liked her at work because she has a positive work moral principle ; she is intelligent and has strong moral values. She graduated from the university ( dual major ) with awards. Since she wants to work in the field of marketing research. she worked in many research undertakings to acquire experience. She learned how of import the ethical handling of information is. and she knows the Code of Ethical motives by the Marketing Research Association. In 1994 she started her MBA with a specialisation in market research. She works as a alumnus helper and is responsible for five more alumnus helpers in the selling section. In 1995 she decides to look for a occupation.

4. Summary of Sarah’s features

Sarah is a really skilled. educated individual with high moral. ethical values and a spiritual attitude. She is intelligent. has a batch of undertaking experience in marketing research every bit good as a good college instruction. Unfortunately she has non graduated from her MBA plan yet. She is non flexible in taking her workplace since she wants to remain in Hammonsville with her fellow and her sister.


A. Statement of primary jobs

1. Evidence of jobs

Sarah Norton applies for a occupation at Wise Research after reading their occupation advertizement in the newspaper. After two interviews she gets hired and is sent straight to Dallas for on the occupation preparation. During the first hebdomad of preparation. Sarah understands that the company’s intervention of employees and clients is really unethical. She realizes that she is really unhappy with the state of affairs and she needs to do the determination if she wants to remain with the company or non. These are the different jobs I found in the state of affairs analysis:

Ethical Issues: Professionalism

u The company operates in a really unprofessional manner. The occupation advertizement is placed in the Hammonsville News Monitor. on Sunday. July 9th. 1995. It doesn’t say the name of the company. nor does it give any specific occupation demands. It merely gives a mention to inside informations about an entry-level direction place. Alternatively of an reference a PO-Box is named.

u The undermentioned interview is non really professional either. Sarah meets Mr. and Mrs. Wise in a hotel room in Hammonsville. without cognizing that she was traveling to run into Mrs. Wise excessively. The interview is really informal and the vesture of the Mr. and Mrs. Wise is non appropriate for a concern interview. The office installations are non shown to Sarah.

u The 2nd interview is every bit informal as the first 1.

u The preparation procedure besides shows a high degree of unprofessionalism. Sarah receives an Airport Pick up from the boy of Mr. and Mrs. Wise. He invites her for tiffin and behaves in a really informal mode and attempts to affect Sarah with different statements. He besides tries to detect contents of about the phone call Sarah made earlier to the Hammonsville office to happen out more about the occupation. Even though she does non react to the inquiry he tries several times. Besides. he has merely a really small apprehension of the research procedure and is non able to reply her inquiries.

u There are no computing machines in the company.

u The cognition of the interviewers and other staff of the company about the informations aggregation procedure is on a really low degree.

Ethical issues: Organizational civilization

u Before the interview Sarah called the company to happen out more about what they are making and the local director reacts really irritated when he hears that she is invited for a occupation interview. It tells us that the trough does non cognize what is traveling on in the company and that the communicating is bad. Later in the interview she learns form Bill and Karen Wise that this local troughs was laid away and that she is hired to replace him. As a affair of fact. he is still at the company and he does non cognize yet. that he will be laid off.

u Another index of unethical organisational civilization in the company shows the fact that Sarah is asked non to state anybody why she is at the company when she starts her preparation. The other employees are told she is an hearer. Because of this. she has to be at the company foremost in the forenoon so that no 1 can see her clock in.

u More grounds of dishonesty is shown by the information that existent working clip in the company is 37. 5 hours. non 40 as said in the interview. This decreases Sarah’s one-year wage and she does non gain the promised sum. The dishonesty to employees and different interventions of employees show the low degree of organisational civilization. For illustration the company pays Cindy less than Sarah even though they have more or less the same occupation. Management took advantage of Cindy’s state of affairs when she was hired and her rise of wage was delayed.

u Another incident gives information about the organisational civilization: one of the interviewers is supposed to be laid away because this interviewer talked to person else in the company about her wage. The direction initiates this lay off. The employee is in a really bad fiscal and societal state of affairs that does non affect the direction at all. After imploring to maintain the occupation. the interviewer is allowed to remain.

Ethical issues: The Code of Ethical motives

The Code of Ethics is shown as Appendix II.

There are several actions by Wise Research. which interfere with The Code of Ethical motives by the MRA. Reports about how many interviews are completed per hr are manipulated so that these studies show the exact figure required. With this method Wise Research manipulates the figures sing how many possible interviewees were screened. Wise Research uses household members and relations of the interviewers to reply study inquiries if they run out of clip. They use these relations several times with different names. so that the clients can non happen out. This affects the cogency of the informations.

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