External environment illustration External environment theory

Ethics

Big businesses command a lot of power and are able to choose between working in a way that benefits only the owners, and in ways that can benefit local and global communities. While many firms operate to meet the needs of owners, there are others that function in a far more ethical way, often as abusiness strategy to gain an edge over competitors. Firms acting ethically carefully consider the implications of their actions in a wider context, both on the community and the environment.

Ethics, put simply, is about doing the right thing. Ethical behaviour, in terms of business, is when firms act in ways thatstakeholders would describe as fair and honest. Impact (is anybody affected/harmed by a decision) and fairness (will decision be considered fair by those affected) are both taken into consideration by managers when making ethical decisions.

For many owners, acting ethically reduces profits by increasing costs, be it labour or materials. The profits from acting ethically are often higher than firms that act out of self-interest. Other businesses have made ethics an important part of their companies, by targeting markets who don’t mind paying extra for ethically sourced/made food and goods.



Supporting Documents

These downloads will help to put external-environment theory into context using real world examples from real businesses.

Using the marketing mix in the fashion industry
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Learn how Ben Sherman employed external-environment theory to thrive in the fashion industry by downloading our premium case study.

Creating the right marketing mix
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Learn how Motorola applied external-environment theory to thrive in the telecommunications industry by downloading our premium case study.

Re-focussing a company's culture and marketing mix
Argos logo

Find out how Argos used external-environment theory to prosper in the retail industry by downloading our premium case study.

Using the marketing mix to drive change
Parcelforce Worldwide logo

Learn how Parcelforce Worldwide employed external-environment theory to succeed in the logistics industry by downloading our premium case study.

Planning effective marketing strategies for a target audience
adidas logo

Find out how adidas applied external-environment theory to prosper in the sportswear industry by downloading our premium case study.