Part 1

Business in a
Changing World

Chapter 2

©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom.  No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
 Part 1
CHAPTER 1
The Dynamics of Business and Economics
CHAPTER 2
Business Ethics and Social Responsibility
CHAPTER 3
Business in a Borderless World

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©McGraw-Hill Education.
 Learning Objectives
LO 2-1 Define business ethics and social responsibility
and examine their importance.
LO 2-2 Detect some of the ethical issues that may arise in
business.
LO 2-3 Specify how businesses can promote ethical
behavior.
LO 2-4 Explain the dimensions of social responsibility.
LO 2-5 Debate an organization’s social responsibilities to
owners, employees, consumers, the environment
and the community.
LO 2-6 Evaluate the ethics of a business’s decision.

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 Trust
Aspects of Trust
– In business, trust is the glue that holds
relationships together 在商业中，信任是维系关系的
粘合剂
– The recent global financial crisis took a toll on
consumer trust of financial services companies 最
近的全球金融危机损害了消费者对金融服务公司的
信任
– Trust in banks is lower than in other industries,
except for media and government 除了媒体和政府，
人们对银行的信任度低于其他行业

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 Global Trust in Different Institutions

Source: Edelman Trust Barometer, "2016 Edelman Trust Barometer," http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-

barometer/global-results/ (accessed February 23, 2016).

Jump to Appendix 1 for long

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 Business Ethics
Business Ethics 商业道德
– Principles and standards that determine acceptable
conduct in business 决定可接受的商业行为的原则和标准
– Acceptable behavior determined by 可接受的行为由
 The organization
 Customers 客户
 Competitors 競爭對手
 Government regulators 政府監管機構
 Interest groups 利益集团
 The public 公众
 The individual’s personal principles 个人的个人原则
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 The Role of Ethics in Business
Current Trends 目前的趋势
– Growing concern that legal and ethical issues in business
strengthen the public’s perceptions that ethical standards and
the level of trust in business need to be raised 公众日益关注
商界的法律和道德问题，使他们认为需要提高商业的道德标准和
信任程度
– Learning to recognize and resolve ethical issues is a key step
in evaluating ethical decisions 学会认识和解决道德问题是评
估道德决策的关键一步

Legal and Ethical Issues 法律及道德问题

– Not limited to for-profit organizations 不局限于盈利性组织

 Government officials and politicians 政府官员和政治家

 Sports organizations 体育组织
– Can affect an organization’s ability to build relationships 会影
7
响一个组织建立关系的能力
©McGraw-Hill Education.
 Recognizing Ethical Issues
Ethical Issues 伦理问题
– An identifiable problem, situation, or opportunity that
requires a person to choose from among several
actions that may be evaluated as right or wrong,
ethical or unethical 一个可识别的问题、情形或机会，
要求一个人从几种行为中作出选择，这些行为可被评
价为对或错、合乎道德或不合道德
– Recognizing ethical issues is the most important step
in understanding business ethics 认识道德问题是理解
商业道德的最重要的一步

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 貪污 Bribery 1 of 2
Bribery—Payments, gifts or special favors intended to
influence the outcome of a decision 用来影响决定结果的款
项、礼物或特殊恩惠
Ralph Lauren reported
that its subsidiary had
bribed foreign officials in
Argentina. Because it
took quick action to
address the misconduct,

© NC1 WENN Photos/Newscom

the company did not face
charges. 拉尔夫•劳伦
(Ralph Lauren) 报道称，
其子公司曾贿赂阿根廷的
外国官员。由于迅速采取
行动解决不当行为，该公
司没有面临指控。
©McGraw-Hill Education.
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 Bribery 2 of 2
Many business issues seem easy to resolve on
the surface, but in reality are very complex 许多
业务问题表面上看起来很容易解决，但实际上是非
常复杂的
– Experience with the culture in which a business
operates is critical to understanding what is ethical or
unethical 了解企业文化对理解什么是道德的，什么是
不道德的至关重要
– One of the principal causes of unethical behavior in
organizations is overly aggressive financial or
business objectives 组织中不道德行为的主要原因之
一是过于激进的财务或商业目标

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 Misuse of Company Time 滥用工作时间
Company Time
– Theft of time is a common area of misconduct
observed in the workplace 窃取时间是在工作场所常
见的不端行为
– Many employees spend an average of one hour each
day using social media sites or watching YouTube 许
多员工平均每天花一小时的时间浏览社交媒体网站或
观看 YouTube
– Time theft costs are estimated to cost companies
hundreds of billions of dollars annually 据估计，时间盗
窃造成的损失每年高达数千亿美元

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 Abusive and Intimidating Behavior 辱骂和恐吓行为
Bullying
• Associated with a hostile workplace when a person or group is
targeted and is threatened, harassed, belittled, verbally abused, or
overly criticized 在一个充满敌意的工作环境中，一个人或一个群体受
到威胁、骚扰、贬低、辱骂或过度批评
• Abusive 辱罵 or intimidating behavior 恐嚇 is the most common
ethical problem for employees

Abusive behavior such as

© Orange Line Media/Cutcaster

bullying can lead to low
morale, higher turnover, and
increased absenteeism. 诸如
欺凌之类的虐待行为会导致士
气低落、更高的人员流动率和
旷工率的增加
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 Actions Associated with Bullies
1. Spreading rumors to damage others 散布谣言伤害他人
2. Blocking others’ communication in the workplace 在工作中阻碍其他
人的交流
3. Flaunting status or authority to take advantage of others 利用他人来
炫耀地位或权威
4. Discrediting others’ ideas and opinions 怀疑别人的想法和意见
5. Using e-mail to demean others 使用电子邮件贬低他人
6. Failing to communicate or return communication 未能沟通或返回沟
通
7. Insults, yelling, and shouting 辱骂，叫喊，叫喊
8. Using terminology to discriminate by gender, race, or age 用术语因
性别、种族或年龄而歧视
9. Using eye
Source: © O. C. 2017.body language to hurt others or their reputation 使用眼
Ferrell,or

睛或肢体语言来伤害他人或他们的名誉 13
©McGraw-Hill Education.
 Misuse of Company Resources
Misuse of company resources has been identified as a
leading issue in observed misconduct in organizations 滥
用公司资源已被认定为组织中观察到的不当行为中的一个主要问题
Issues might include:
 Spending excessive time on personal e-mails 在私人邮件上
花费过多时间
 Submitting personal expenses on company reports 在公司报
告中提交个人费用
 Using company copier for personal use 使用公司复印机作私
人用途
 Many companies have implemented official policies
delineating acceptable use of company resources 许多公司
©McGraw-Hill Education.
已经实施了官方政策来规定公司资源的可接受使用 14
 Conflict of Interest 利益衝突
Conflict of Interest
 Exists when a person must choose whether to
advance his or her own personal interests or those
of others 当一个人必须选择是促进他或她自己的个人
利益还是他人的利益时
 To avoid, employees must be able to separate their
personal financial interests from their business
dealings 为了避免这种情况发生，员工必须能够将他
们的个人财务利益与业务往来分开
 Insider trading is the buying or selling of stocks by
insiders who possess material that is still not public
内幕交易指的是拥有尚未公开资料的内部人士买卖股
票
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 Fairness and Honesty 公平和诚实
Plagiarism 剽竊— Taking someone else’s work and
presenting it as your own without mention of the source
is another ethical issue 剽窃别人的作品并把它当做自己
的作品而不提及出处是另一个道德问题

© Bloomberg/Contributor/Getty Images
TurnItIn is an Internet service that allows teachers to
determine if their students have plagiarized content. 16
©McGraw-Hill Education.
 Fairness and Honesty for Employees
Employees Must 员工必须
 Abide by the laws 遵守法律
 Cause no harm through dishonesty 不诚实不会造成
伤害
 Use company resources fairly and honestly 公平、诚
实地使用公司资源
 Be aware of company policies 了解公司的政策
 Recognize ethical behavior 认识到道德行为

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 Fairness and Honesty for Companies
Companies Must
 Use fair competition practices 采取公平竞争措施
 Give full disclosure of potential harm by a product
充分披露产品的潜在危害
 Be truthful in advertising 广告要真实
 Keep company secrets 保守公司秘密
 Meet obligations and responsibilities 履行义务和责任
 Avoid undue pressure forcing others to act
unethically 避免不必要的压力迫使他人做出不道德的
行为

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 Making Decisions about Ethical Issues
It can be difficult to recognize specific ethical issues, and
people often need years of experience to accurately recognize
and react to ethical situations.
Questions to help determine if an action is ethical:
• Are there potential legal restrictions or violations that could result
from the action?
• Does your company have specific code of ethics or policy on the
action?
• Is this activity customary in your industry? Are there any industry
trade groups that provide guidelines or codes of conduct that
address this issue?
• Would this activity be accepted by your co-workers? Will your
decision or action withstand open discussion with co-workers and
managers and survive untarnished?
• How does this activity fit with your own beliefs and values?
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 Three Factors that Influence
Business Ethics
Individual Standards and Values 个人标准及价值观
– Many employees use different ethical standards at work
than they do at home 许多员工在工作中使用的道德标准与在家里不同
Managers and Co-workers Influence 经理和同事的影响
– Activities and examples set by managers and co-workers
are critical in gaining consistent ethical compliance 管理人员
和同事的活动和榜样对获得一致的道德遵守至关重要
Opportunity: Codes and Compliance Requirements 机
会 : 法规和合规要求
– If a company fails to provide good examples and direction,
confusion and conflict will develop 如果一个公司不能提供好
的例子和方向，混乱和冲突就会发展 20
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 Code of Ethics 道德规范
Formalized rules and standards that describe
what a company expects of its employees 描述
公司对员工期望的正式规则和标准
 Employees must have established ethics policies to
determine what conduct is acceptable 员工必须建立
道德规范来决定什么行为是可以接受的
 Codes and policies on ethics encourage the creation
of an ethical culture in the company 道德规范和政策
鼓励在公司建立道德文化
 Enforcement of ethical codes and policies through
rewards and punishments increases the acceptance
of ethical standards by employees 通过奖励和惩罚来
执行道德规范和政策，可以提高员工对道德标准的接
受程度 21
©McGraw-Hill Education.
 Why a Code of Ethics is Important
1. Alerts employees about important issues and risks to address.
2. Provides values such as integrity, transparency, honesty, and
fairness that gives the foundation for building an ethical culture.
3. Gives guidance to employees when facing gray or ambiguous
situations or ethical issues that they have never faced before.
4. Alerts employees to systems for reporting or places to go for advice
when facing an ethical issue.
5. Helps establish uniform ethical conduct and values that provides a
shared approach to dealing with ethical decisions.
6. Serves as an important document for communicating to the public,
suppliers, and regulatory authorities about the company’s values
and compliance.
7. Provides the foundation for evaluation and improvement of ethical
decision making.

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 Social Responsibility
Social Responsibility 社会责任
– A business’s obligation to maximize its positive
impact and minimize its negative impact on society 企
业有义务最大化其对社会的积极影响和最小化其对社
会的负面影响
Social Responsibility and Ethics Differ
社会责任和道德是不同的
– Ethics refers to the decisions made by an individual
or a work group that society evaluates as right or
wrong 伦理是指一个人或一个工作小组做出的决定，
社会评价其对或错
– Social responsibility refers to the impact of the entire
organization’s activities on society 社会责任是指整个
©McGraw-Hill Education.
组织的活动对社会的影响 23
 Social Responsibility Requirements
Stages Examples
Stage 1: Financial Viability Starbucks offers investors a healthy return on
财务生存能力 investment, including paying dividends.
Stage 2: Compliance with Starbucks specifies in its code of conduct
Legal and Regulatory that payments made to foreign government
Requirements officials must be lawful according to the laws
of the United States and the foreign country.
Stage 3: Ethics, Principles, Starbucks offers healthcare benefits to part-
and Values 遵守法律和法 time employees and supports coffee growers
规要求 by offering them fair prices.
Stage 4: Philanthropic Starbucks created the Starbucks College
Activities 慈善活动 Achievement Plan that offers eligible
employees full tuition to earn a bachelor’s
degree in partnership with Arizona State
University.

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 The Arguments For Social Responsibility
1. Social responsibility rests on stakeholder engagement and results in
benefits to society and improved firm performance. 社会责任依赖于利益相
关者的参与，并为社会带来利益，提高企业绩效
2. Businesses are responsible because they have the financial and technical
resources to address sustainability, health, and education. 企业有责任，
因为它们有财政和技术资源来解决可持续性、卫生和教育问题
3. As members of society, businesses and their employees should support
society through taxes and contributions to social causes. 作为社会的成
员，企业及其雇员应该通过税收和对社会事业的贡献来支持社会
4. Socially responsible decision making by businesses can prevent increased
government regulation. 企业的社会责任决策可以防止政府监管的增加
5. Social responsibility is necessary to ensure economic survival: If
businesses want educated and healthy employees, customers with money
to spend, and suppliers with quality goods and services in years to come,
they must take steps to help solve the social and environmental problems
that exist today. 社会责任是确保经济生存的必要条件 : 如果企业希望未来几
年员工受过教育、身体健康，消费者有钱消费，供应商提供优质产品和服
务，它们就必须采取措施，帮助解决当今存在的社会和环境 25
©McGraw-Hill Education.
 The Arguments Against Social Responsibility
1. It sidetracks managers from the primary goal of business—earning
profit. The responsibility of business to society is to earn profits
and create jobs. 它使管理者偏离了企业赚取利润的首要目标。企业
对社会的责任是赚取利润和创造就业机会
2. Participation in social programs gives businesses greater power,
perhaps at the expense of concerned stakeholders. 参与社会项目
给了企业更大的权力，这也许是以牺牲相关利益相关者为代价的
3. Does business have the expertise needed to assess and make
decisions about social and economic issues? 企业是否具备对社会
和经济问题进行评估和决策所需的专业知识 ?
4. Social problems are the responsibility of the government agencies
and officials, who can be held accountable by voters. 社会问题是
机构和官员的责任，他们可以由选民问责
5. Creation of nonprofits and contributions to them are the best ways
to implement social responsibility. 创建非营利组织并为他们做贡
献是履行社会责任的最好方式
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 Company’s Responsibility to Owners
and Stockholders 公司对所有者和股东的责
任
• Maintaining proper accounting procedures 维持正确
的会计程序
• Providing investors with all relevant information 向投
资者提供所有相关信息
• Protecting owner’s rights and investments 保障业主
权益及投资

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 Company’s Responsibilities to
Employees 公司对员工的责任
• Provide a safe workplace and pay them
adequately 提供一个安全的工作环境，给他们足
够的报酬
• Provide equal opportunities for all employees 为
所有员工提供平等的机会
• Keep them informed of what is happening in the
company 让他们知道公司正在发生的事情
• Listen to their grievances and treat them fairly 倾
听他们的不满，公平对待他们
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©McGraw-Hill Education.
 Company’s Responsibility to the
Community 公司对社会的责任
 Many businesses simply want to make their
communities better places for everyone to live
and work 许多企业只是想让他们的社区成为每个
人生活和工作的更好的地方
 Most common way to demonstrate this is
through donations to local and national
charitable organizations 最常见的方式就是通过
向地方和国家慈善组织捐款来证明这一点

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 Consumerism 消费主义
The activities that independent individuals,
groups, and organizations undertake to protect
their rights as consumers 独立的个人、团体和组
织为保护其作为消费者的权利而进行的活动
 Write letters
 Lobby government agencies 游说政府机构
 Make public service announcements 发布公益广告
 Boycott irresponsible companies 抵制不负责任的公司

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Consumer Likelihood to Personally Address Social Responsibility Issues 消费者可能亲
自解决社会责任问题

Online survey conducted by Cone Communications and Ebiquity of 9,709 adults in nine of the largest countries in the
world by GDP.

Source: Cone Communications and Ebiquity, “2015 Cone Communications/Ebiquity Global CSR Study,”
http://www.conecomm.com/stuff/contentmgr/files/0/2482ff6f22fe4753488d3fe37e948e3d/files/global_pdf_2015.pdf (accessed February 23, 2016).

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 Sustainability 可持续性
 Conducting activities in a way that allows for the long-
term well-being of the natural environment, including all
biological entities 以一种考虑到包括所有生物实体在内的
自然环境的长期福祉的方式进行活动
 Involves the assessment and improvement of business
strategies, economic sectors, work practices,
technologies, and lifestyles so they maintain the health
of the natural environment 包括评估和改进商业战略、经
济部门、工作方式、技术和生活方式，以保持自然环境的
健康

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 Sustainability Issues 1 of 2

Pollution
• Water – society is
demanding clean water

© Sergio Pitamitz/Getty Images

社会需要乾淨的水
• Air – acid rain and
global warming 酸雨和
全球变暖
• Land – garbage, strip
mining and poor forest Some companies are turning toward
conservation 垃圾、露 wind power as an alternative form of
天开采和森林保护不力 energy to save on costs and reduce
carbon emissions. 一些公司正在转
向风能作为能源的替代形式，以节省
成本和减少碳排放
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 Sustainability Issues 2 of 2

Alternative Energy
• Reducing carbon
emissions forces
alternative energy
sources 减少碳排放

© hans engbers/Alamy
迫使人们使用替代能
源

Electric vehicles are growing in

popularity.

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 Response to Environmental Issues
• Making processes more eco-friendly is called “green”
business 使流程更加环保被称为“绿色”业务
• Recycling aluminum, paper, and glass 回收铝、纸和玻
璃
• Using green power sources when available 尽可能使用
绿色能源
• Larger companies may have a vice president of
environmental affairs 大公司可能会有一个负责环境事务
的副总裁
• Greenwashing is creating a positive green association
for non-green products 绿色清洗是为非绿色产品建立一
个积极的绿色协会 35
©McGraw-Hill Education.
 Group activity
• Find a firm’s social responsibility activities
• Think about the activities are for stockholders,
employees, consumers, community or
environment?
• Discuss whether these activities bring more
benefit or harm for the firm?

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 Solve the Dilemma (1 of 3)
Customer Privacy
 Checkers Pizza was one of the first to offer home delivery
service, with overwhelming success 跳棋披萨是最早提供
送货上门服务的披萨之一，并取得了巨大的成功
 Major pizza chains soon followed suit, taking away
Checkers’ competitive edge 各大披萨连锁店很快也纷纷效
仿，夺走了跳棋的竞争优势
 Needed a new gimmick to beat the competition 需要一个
新的花招来击败竞争对手
• Developed a computerized information database that would
make Checkers the most efficient competitor and provide insight
into consumer buying behavior
• If telephone customers had ordered before, their address and
previous order information came up on the computer screen
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©McGraw-Hill Education.
 Solve the Dilemma (2 of 3)
Customer Privacy
The new system was successful
• After 3 months, Checkers founder and owner Jon Barnard
decided to give an award to the family that ate the most
Checkers pizza3 个月后， Checkers 的创始人和所有者乔恩 · 巴
纳德决定给吃下最多 Checkers 披萨的家庭颁发奖项

• As Barnard began to plan for the event, however, he began to

think that maybe the family might not want all the attention and
publicity 然而，当巴纳德开始为这次活动做准备时，他开始想，也许
这家人并不需要所有的关注和宣传

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 Solve the Dilemma (3 of 3)
Customer Privacy
Discussion Questions
• What are some of the ethical issues in giving customers an
award for consumption behavior without notifying them first?

• Do you see this as a potential violation of privacy? Explain.

• How would you handle the situation if you were Barnard?

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