BMO2004 Assessment 2 (1).docx

Morally right action is the one that provides the

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morally right action is the one that provides the greatest happiness for all those affected by the action (Shaw et al. 2013). This theory also speaks of increasing business profits without engaging in fraud or deception but has been critically reviewed for its narrow focus on creating stakeholder value alone. In this case, Coca-Cola was acting in a way of deception towards the consumer and general public, therefore, was acting in an unethical way. From the perspective of the company executives and employees, they were acting in favor of the GEBN financially, and influencing its outcomes and the organization’s directions. In turn, they would profit from the potential increase in sales and in turn job security. For this set of
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stakeholders, it would be a positive outcome- provided their actions went unnoticed. From the perspective of the members of the GEBN, their actions can be considered positive, since if their research was viewed as credible, then Coca-Cola’s profits would increase, and they would continue receiving funding, giving a positive image to Coke, as well as to themselves for publishing this research. The positive image that would have resulted, would have also benefited the universities that the GEBN members were a part of, through notoriety from research, if it was credible. The consumers of Coca-Cola products can be seen as the largest, broadest group of stakeholders that the decisions of Coke and the GEBN would affect. If the consumer feeds into the idea that drinking more soda and increasing their activity level is good for their health, then this would have a realistically negative impact on their health. It is even possible to consider this the absence of happiness in the long run, from the multitude of adverse side effects of drinking an increased amount of Coca-Cola. Other actions the company could have taken were to reach out to independent research agencies to look into its products, or to make consumers more aware that moderation is key when consuming their products. These alternative actions, would have excluded the creation of the GEBN, and would have had a negative impact on Coca-Cola despite the potential for honesty in research. Instead, they chose to deceive consumers by saying increasing caloric
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