CEV 631 LEADERSHIP AND PROFESSIONAL ETHICS FOR

ENGINEERS

CASE STUDY

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Student ID:
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Assessments:
Part A Point Full Marks Marks
Descriptions 4
Analysis 6
Recommendation 3
Writing 3
Part B
Descriptions 4
Analysis 12
Recommendation 5
Writing 3
TOTAL 40
 CEV631 LEADERSHIP AND PROFESSIONAL ETHICS FOR ENGINEERS

Assignment 3: Case Study

Analyzing and Solving Ethical/Moral Problems

Instructions: The case study consists of Part A and Part B. Answer all questions.

Part A:

Cosway is a small company which markets a variety of cleaning products. Although the
company competes with major national brands, it has had a strong local following, especially
among the working class. One of its principal products is Clorox, a fabric stain remover
available only in liquid form. The new product manager for Clorox is Mr. Robert, who has
worked at Cosway for four years. Robert began his career at Cosway as assistant product
manager for four years. When his old boss, the product manager, left the company, Robert
was very pleased to be offered the job.

Robert faces a serious problem in his new position. Although Clorox is superior to national
brands as a stain remover for most types of stain, sales have been declining. After doing
some market research, Robert finds that customers are switching to national brands. They
are switching not because of the superior cleaning ability of the national brands but because
these brands are available in aerosol sprays. Consumers find the aerosol sprays much
easier to apply and less messy than Clorox, which tends to spill into areas of the fabric other
than the stained area.

Robert realizes that to remain competitive, an aerosol spray should be offered. After a short
discussion with Research and Development, Robert finds that the propellant necessary to
make an aerosol spray for Clorox stains contains hydrocarbons. Robert has read that
hydrocarbons contribute to the creation of ozone in the lower levels of the earths
atmosphere. During periods of extreme heat and stagnant air, ozone levels rise. Ozone
irritates the respiratory system and can cause respiratory diseases. During periods of high
ozone, ozone alerts are issued. At these times, people in the area asked to avoid heavy
exertion outdoors, especially the young, the elderly, and those with respiratory problems
such as asthma.

Because of these concerns, Robert decides to do a study testing consumer attitude about
two new dispensers, an aerosol and a pump, and compare consumer reactions to their
attitudes towards the original liquid. He hopes that the pump, which does not use
hydrocarbons, is as acceptable as the aerosol. To his disappointment, consumers rate the
pump equally with the liquid form but are very enthusiastic about the aerosol.

Robert is faced with the difficult task deciding whether to offer the environmentally damaging
aerosol version of Clorox, which is certain to reverse declining sales, or remain with the
liquid. He knows he cannot appeal to consumers concern for the environment or health. If
his target market were really concerned, they would not be switching to aerosol products
offered by competitors.

Questions for discussions:

Descriptions on ethical issues (4 marks)

a) Discuss the ethical issues/dilemmas from the case study.

b) Indicate three (3) primary stakeholders in the problems.

Analysis/Evaluation of Ethical Issues (6 marks)

c) Evaluate the following alternatives based on Utilitarian perspectives:

i) If offered an aerosol

ii) If only offered the liquid version

Recommendations on effective solutions and strategies (3 marks)

d) Recommend the action that should be taken by Robert.

Writing skills (3 marks)

Part B: Whistleblower and Line Drawing Method

Julian works as a clerk for Amoco Environmental Services, a small toxic-waste disposal
company.

The company has a contract to dispose of medical waste from a local hospital. During the
course of her work, Julian comes across documents that suggest that Amoco has actually
been disposing of some of this medical waste in a local municipal landfill. Julian is shocked.
She knows this practice is illegal. And even though only a small portion of the medical waste
that Amoco handles is being disposed of this way, any amount at all seems a worrisome
threat to public health.

Julian gathers together the appropriate documents and takes them to her immediate
superior, Sally. Sally says, "Look, I don't think that sort of thing is your concern, or mine.
We're in charge of record-keeping, not making decisions about where this stuff gets
dumped. I suggest you drop it."

The next day, Julian decides to go one step further, and talk to Angela, the company's
Operations Manager. Angela is clearly irritated. Angela says, "This isn't your concern. Look,
these are the sorts of cost-cutting moves that let a little company like ours compete with our
giant competitors. Besides, everyone knows that the regulations in this area are overly
cautious. There's no real danger to anyone from the tiny amount of medical waste that 'slips'
into the municipal dump. I consider this matter closed."

Julian considers her situation. The message from her superiors was loud and clear. She
strongly suspects that making further noises about this issue could jeopardize her job.
Further, she generally has faith in the company's management. They've always seemed like
honest, trustworthy people. But she was troubled by this apparent disregard for public
safety. On the other hand, she asks herself whether maybe Angela was right in arguing that
the danger was minimal.

Questions for discussions:

Descriptions on ethical issues (4 marks)

a) Explain the meaning of whistleblower.

b) Explain the ethical issues/dilemmas from the case.

Analysis/Evaluation of Ethical Issues (12 marks)

c) Analyze the case. Use the line drawing method and list at least five (5) features of
negative and positive paradigms to help solving Julian dilemma.
 d) For each paradigms listed, evaluate the test case by allocating the X along the line
spectrum. Justify your answer by providing a brief explanation.

Recommendations on effective solutions and strategies (5 marks)

e) Weigh the features which are judged most important by drawing a circle around X.
Conclude your analysis of the test case by explaining the action that should be taken
by Julian.

Writing skills (3 marks)

Total Marks: 40 marks

Format of assignment: Answer all in paragraph form.

Deadline of submission: 16 November 2016

Plagiarism is strictly prohibited!