The rights theory is based on respecting the human rights of each individual and not harming those rights.

The rights theory is based on respecting the human rights of each individual and not harming those rights.

Rights Theory Perspective

The is based on respecting the of each individual and not harming those rights. One theory suggests that one should abide by a moral rule unless a more critical rule conflicts with it; then, that rule should precede. One of the philosophies for the rights theory is for a business not to harm stakeholders’ fundamental rights (Langvardt et al., 2019, p. 118). A second right is that people should not be manipulated; this would violate human dignity. A third right is a right to the truth: humans have the right to the truth about matters that affect their choices (Velasquez, 2015). The rights theory would suggest that it is unethical to use Marigold’s marketing campaign for African mothers. Although increasing sales would positively support most included stakeholders, the African-mother consumers would be negatively affected. Marigold would be manipulating the mothers into believing they were better to buy and use the formula for feeding their children versus increasing their food take and breastfeeding. The mothers would be denied the truth that it would be less expensive and more beneficial for their infants if they breastfed instead. Protecting the African mothers’ livelihoods would be a more fundamental right than profit gains for the other stakeholders.

Utilitarian Theory Perspective

The utilitarian theory involves analyzing the different available courses of action, determining who will be affected and what benefits and harms will arise from each choice, then choosing the action that obtains the most significant benefit and least harm. The idea is to create the most significant outcome for the largest number of individuals (Velasquez, 2015). The utilitarian theory involves everyone’s outcome in the society affected by the choice and desires to choose the best outcome for society. The utilitarian theory has its flaws, as the course of action that benefits the most people may cause dramatically negative results to the smaller number of people effected (Langvardt et al., 2019, p. 119-120). If the utilitarian theory was applied to the Marigold marketing campaign for the benefits of financial gain, the theory may support the campaign to sell the formula to the African mothers. The employees and investors may obtain a more considerable financial gain than the loss of finances for each African mother. However, if benefits were measured in health or well-being, then the theory would suggest it is unethical to use the marketing campaign; the adverse effect to the African mothers’ finances and infants health would far outweigh the slight well-being increase of the employees and investors.

Profit Maximizer Perspective

The profit maximizing theory supports ethical choices that maximize an organization’s profits if the actions are permitted by law. The theory focuses on ethical decisions that maximize social welfare through maximizing profits for shareholders. The difference between the profit maximizing and utilitarian theories is that profit maximizing requires the decision-maker to make a profit maximizing choice that enhances profit for investors, even if it is not for the greater good (Langvardt et al., 2019, p. 120). Profit maximizing would then support Marigold’s marketing plan to sell to African mothers.

Disapprove the Marketing Plan

The marketing plan is fully supported by the Profit maximizer theory, mostly unsupported by the utilitarian theory, and considerably unsupported by the rights theory. Other than some profit for shareholders and financial gain for employees, the adverse effects on the mothers’ finances and their infants’ health are far more significant. Marigold should instead truthfully market their formula as an alternative to breastfeeding, which would support the rights theory while still potentially increasing profits.

References

Langvardt, A. W., Barnes, A. J., Prenkert, J. D., McCrory, M. A., & Perry, J. E. (2019). Business law: The ethical, global, and e-commerce environment (17th ed.). Retrieved from 

Velasquez, M., Andre, C., Shanks, T. S., & Meyer, M. J. (2015, August 1). Thinking Ethically. Retrieved December 02, 2020, from 

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