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      Ethical MarketingRemove Ethical Marketing →

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      • October 2003 (Revised August 2005)
      • Case

      American Legacy: Beyond the Truth Campaign

      By: Youngme E. Moon and Kerry Herman
      The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
      Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact
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      Moon, Youngme E., and Kerry Herman. "American Legacy: Beyond the Truth Campaign." Harvard Business School Case 504-014, October 2003. (Revised August 2005.)
      • September 2002 (Revised August 2003)
      • Case

      Genzyme's Gaucher Initiative: Global Risk and Responsibility

      By: Christopher A. Bartlett and Andrew N. McLean
      In Egypt, Genzyme's humanitarian commitment to treat all sufferers of the rare Gaucher disease worldwide first confronts its commercial imperative to recoup the huge investment required to bring the drug Cerezyme to market. Here Tomye Tierney must decide how to balance... View Details
      Keywords: Moral Sensibility; Investment; Emerging Markets; Negotiation; Corporate Social Responsibility and Impact; Business and Government Relations; Sales; Commercialization; Expansion; Value Creation
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      Bartlett, Christopher A., and Andrew N. McLean. "Genzyme's Gaucher Initiative: Global Risk and Responsibility." Harvard Business School Case 303-048, September 2002. (Revised August 2003.)
      • May 2002 (Revised October 2005)
      • Case

      Marketing Antidepressants: Prozac and Paxil

      By: Youngme E. Moon and Kerry Herman
      Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to... View Details
      Keywords: Patents; Product Positioning; Competition; Ethics; Value; Health Care and Treatment; Brands and Branding; Pharmaceutical Industry; United States
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      Moon, Youngme E., and Kerry Herman. "Marketing Antidepressants: Prozac and Paxil." Harvard Business School Case 502-055, May 2002. (Revised October 2005.)
      • November 2001 (Revised March 2002)
      • Case

      Digital Angel

      By: Youngme E. Moon and Kerry Herman
      Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young... View Details
      Keywords: Information; Safety; Rights; Market Entry and Exit; Ethics; Product Launch; Brands and Branding; Product Development
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      Moon, Youngme E., and Kerry Herman. "Digital Angel." Harvard Business School Case 502-021, November 2001. (Revised March 2002.)
      • November 2001
      • Case

      Lakeside

      By: Michael A. Wheeler
      This case presents an ethical choice: How should a prospective buyer respond when a homeowner quotes a price that the buyer knows is significantly below market value? The case describes a private transaction in which the prospective seller is fully competent mentally... View Details
      Keywords: Ethics; Price; Negotiation Process; Property; Risk and Uncertainty; Real Estate Industry
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      Wheeler, Michael A. "Lakeside." Harvard Business School Case 902-104, November 2001.
      • October 2001 (Revised November 2002)
      • Case

      Herman Miller (A): Innovation by Design

      By: Sandra J. Sucher and Stacy McManus
      Gary Van Spronsen, president of Miller SQA, has been asked to leave the thriving subsidiary he helped to reinvent to join Herman Miller's corporate initiative on innovation. Miller SQA has pioneered processes new to the Herman Miller organization, such as... View Details
      Keywords: Innovation and Invention; Product Design; Product Development; Supply Chain Management; Business Model; Organizations; Values and Beliefs; Manufacturing Industry; Consumer Products Industry
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      Sucher, Sandra J., and Stacy McManus. "Herman Miller (A): Innovation by Design." Harvard Business School Case 602-023, October 2001. (Revised November 2002.)
      • October 2001 (Revised March 2002)
      • Background Note

      Implicit Predictors of Consumer Behavior

      By: Gerald Zaltman, Nancy Puccinelli, Kathryn A. Braun and Fred W Mast PHD
      An important distinction is drawn in psychology between explicit and implicit knowledge. Explicit knowledge refers to consciously held beliefs about an individual or object that often draws on the remembering of experiences in the past. In contrast, implicit knowledge... View Details
      Keywords: Forecasting and Prediction; Values and Beliefs; Knowledge Sharing; Consumer Behavior; Opportunities; Cognition and Thinking
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      Zaltman, Gerald, Nancy Puccinelli, Kathryn A. Braun, and Fred W Mast PHD. "Implicit Predictors of Consumer Behavior." Harvard Business School Background Note 502-043, October 2001. (Revised March 2002.)
      • August 2001 (Revised March 2008)
      • Case

      NerveWire, Inc.

      By: Nitin Nohria and Anthony Mayo
      NerveWire, a management consulting and systems integration provider based in Newton, MA, was closing in on its second anniversary. In the beginning days of NerveWire, the major challenge was recruiting--finding the right people who embodied its values and business... View Details
      Keywords: Values and Beliefs; Leadership; Mission and Purpose; Behavior; Internet; Newton
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      Nohria, Nitin, and Anthony Mayo. "NerveWire, Inc." Harvard Business School Case 402-022, August 2001. (Revised March 2008.)
      • April 2000 (Revised June 2001)
      • Case

      DoubleClick Buys Abacus (A)

      By: John A. Deighton
      By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details
      Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry
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      Deighton, John A. "DoubleClick Buys Abacus (A)." Harvard Business School Case 500-091, April 2000. (Revised June 2001.) (request a courtesy copy.)
      • March 2000 (Revised June 2001)
      • Case

      AES: Hungarian Project (A)

      By: Lynn S. Paine and Ann Leamon
      The AES Corp., the world's largest independent power producer, has put out a request for bids to build a new power plant in Hungary. Just after the closing date for submitting bids, one of the contractors calls to request an opportunity to "improve" its bid. Although... View Details
      Keywords: Bids and Bidding; Energy Generation; Technology Adoption; Business Startups; Ethics; Value; Energy Industry; Hungary
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      Paine, Lynn S., and Ann Leamon. "AES: Hungarian Project (A)." Harvard Business School Case 300-045, March 2000. (Revised June 2001.)
      • 2000
      • Article

      Moral Desert, Fairness and Legitimate Expectations in the Market

      By: Nien-he Hsieh
      Keywords: Fairness; Moral Sensibility; Markets
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      Hsieh, Nien-he. "Moral Desert, Fairness and Legitimate Expectations in the Market." Journal of Political Philosophy 8, no. 1 (2000): 91–114.
      • May 1999
      • Background Note

      Note on Behavioral Pricing

      By: John T. Gourville
      The note introduces the behavioral or psychological aspects of consumer price acceptance. Begins by reviewing the traditional economic approach to product pricing and consumer price acceptance--namely, that consumers should be willing to purchase anytime a product's... View Details
      Keywords: Customer Satisfaction; Decisions; Fairness; Price; Marketing Strategy; Behavior; Perspective; Public Opinion
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      Gourville, John T. "Note on Behavioral Pricing." Harvard Business School Background Note 599-114, May 1999.
      • 17 Apr 1999
      • Lecture

      The Spirit of Capitalism: Ethics in a Global Marketplace." Panelist. "Harvard University Committee on University Resources Annual Meeting

      By: Lynn S. Paine
      Keywords: Economic Systems; Ethics; Globalized Markets and Industries
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      Paine, Lynn S. The Spirit of Capitalism: Ethics in a Global Marketplace." Panelist. "Harvard University Committee on University Resources Annual Meeting. Lecture at the Harvard University Committee on University Resources Annual Meeting, Cambridge, MA, April 17, 1999.
      • December 1998
      • Case

      John Hancock Sports Sponsorship: 1993-2000 and Beyond

      By: Stephen A. Greyser and John Teopaco
      Examines sports sponsorship at John Hancock through 1998 and prospectively beyond. From its early sponsorship of the legendary Boston Marathon, the company had expanded its activities substantially. It was one of the worldwide "Top Sponsor" companies of the Olympics, a... View Details
      Keywords: Opportunities; Values and Beliefs; Marketing Strategy; Sports
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      Greyser, Stephen A., and John Teopaco. "John Hancock Sports Sponsorship: 1993-2000 and Beyond." Harvard Business School Case 599-027, December 1998.
      • November 1998 (Revised October 2003)
      • Case

      Mike Winsor: A Career in Marketing

      By: Robert J. Dolan
      An MBA student has received an offer to join Kraft Foods, a leading consumer packaged goods firm. This unit is a wholly owned subsidiary of a holding company whose other major subsidiary is a leading cigarette manufacturer. The case raises ethical issues of marketing. View Details
      Keywords: Marketing; Ethics
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      Dolan, Robert J. "Mike Winsor: A Career in Marketing." Harvard Business School Case 599-065, November 1998. (Revised October 2003.)
      • 1998
      • Chapter

      God and Fair Competition: Does the Foreign Direct Investor Face Still Other Risks in Emerging Markets

      By: L. T. Wells Jr. and T. Moran
      Keywords: Foreign Direct Investment; Fairness; Competition; Emerging Markets
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      Wells, L. T., Jr., and T. Moran. "God and Fair Competition: Does the Foreign Direct Investor Face Still Other Risks in Emerging Markets." In Managing International Political Risk, edited by Theodore Moran. Oxford: Blackwell Publishers, 1998.
      • April 1998 (Revised June 1999)
      • Case

      Bausch & Lomb, Inc.: Pressure to Perform

      By: Robert L. Simons, Alex C. Sapir '97 and Indra Reinbergs
      Bausch & Lomb is the subject of press attacks and experiences a sharp fall in stock price when management practices are exposed. Aggressive goal setting, supported by financial market expectations, is discussed as a precursor to a series of events that results in... View Details
      Keywords: Performance Expectations; Management Practices and Processes; Ethics; Financial Markets; Financial Statements; Business and Shareholder Relations
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      Simons, Robert L., Alex C. Sapir '97, and Indra Reinbergs. "Bausch & Lomb, Inc.: Pressure to Perform." Harvard Business School Case 198-009, April 1998. (Revised June 1999.)
      • August 1997 (Revised December 1997)
      • Case

      Harassment at Work?

      By: Lynn S. Paine and Dale Coxe
      Presents three scenarios involving behavior that could arguably be called sexual harassment. The first scenario is set in a medical supply company in an unnamed emerging market region. The second is set in a New York-based securities firm. The third is set in a U.S.... View Details
      Keywords: Working Conditions; Organizational Culture; Problems and Challenges; Ethics; Moral Sensibility; Groups and Teams; Crime and Corruption; Attitudes; Behavior; Labor and Management Relations; Medical Devices and Supplies Industry; Financial Services Industry; New York (city, NY); United States
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      Paine, Lynn S., and Dale Coxe. "Harassment at Work?" Harvard Business School Case 398-001, August 1997. (Revised December 1997.)
      • February 1997
      • Case

      Enron Development Corp.: The Dabhol Power Project in Maharashtra, India (B) (Abridged)

      By: Louis T. Wells Jr.
      A new administration takes power in a state in India and cancels a power project agreed upon by the previous state government and a U.S.-based energy company. The project cancellation is based on allegations of irregularities, exorbitant costs, and political pressures. View Details
      Keywords: Energy Generation; Fairness; Cost; Cross-Cultural and Cross-Border Issues; Policy; Government and Politics; Contracts; Market Entry and Exit; Negotiation Process; Conflict Management; Energy Industry
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      Wells, Louis T., Jr. "Enron Development Corp.: The Dabhol Power Project in Maharashtra, India (B) (Abridged)." Harvard Business School Case 797-086, February 1997.
      • December 1996
      • Article

      The Old Lady Visits Your Backyard: A Tale of Morals and Markets

      By: Bruno S. Frey, Felix Oberholzer-Gee and Reiner Eichenberger
      Keywords: Moral Sensibility; Markets
      Citation
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      Frey, Bruno S., Felix Oberholzer-Gee, and Reiner Eichenberger. "The Old Lady Visits Your Backyard: A Tale of Morals and Markets." Journal of Political Economy 104, no. 6 (December 1996).
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