ETHICS AT THE CROSSROADS: NAVIGATING DILEMMAS AND MAKING MORAL STRATEGIC DECISIONS IN BUSINESS AND MARKETING

Аннотация

Ethics in the realm of business and marketing play a pivotal role in shaping organizational culture, decision-making processes, and long-term sustainability. This paper examines the intricate relationship between ethical dilemmas and moral strategic decisions, emphasizing the importance of navigating the crossroads where conflicting values and interests intersect. By exploring case studies and theoretical frameworks, this study aims to provide insights into the complexities of ethical decision-making, highlighting the need for businesses to adopt a proactive approach rooted in deontological principles. By integrating ethical considerations into strategic planning and operational activities, organizations can establish a strong ethical foundation that promotes trust, reputation, and stakeholder value. This paper serves as a resource for managers, marketers, and professionals seeking guidance on how to address ethical challenges while making sound strategic decisions. KEYWORDS Business ethics, marketing ethics, ethical dilemmas, moral strategic decisions, organizational culture, deontological principles, stakeholder value, reputation, trust.