Product Red. A comparison of the consequentialist and deontological view: This is my paper’s issue. To entirely register the theme, one has to deal with Cause-Related Marketing in general at first.
Cause-Related Marketing (CRM) is subordinated to Corporate Social Responsibility (CSR) which is comparable to the term Corporate Philanthropy. Basically CSR labels a range of “corporate activities, with the common goal of achieving the ‘triple bottom line’—based on financial, social and environmental objectives.“ (Ponte et al. (2009) p. 302)
Thus, CRM is a kind of marketing, as its task is to sell a product or service “by highlighting the fact that part of the profit or sale price will be donated to a ‘good cause’.“ (Ponte/Richey (2014) p. 67) In most cases the donated amount depends on the volume of sales during the campaign but the purpose is clearly “to benefit the cause and society.” (Conaway/Laasch (2012) p. 111)
The pioneer of CRM – American Express – first used this strategy in the 1980s, when they combined their credit card selling with regional causes in the US, one example being the restoration of the Statue of Liberty. As an effect, they did not only collect money for a good purpose but could also raise their card use tremendously. Since then, the amount of CRM campaigns has increased steadily being boosted by the development of Social Media and globalisation.
Inhaltsverzeichnis (Table of Contents)
- 1. Definition and concept of Product Red
- 2. Product Red: A comparison of consequentialist and deontological views
- 2.1 Product Red's effect on Solving the Problem of AIDS
- 2.2 Ethical Theories
- 2.2.1 Consequentialism
- 2.2.2 Deontology
- 2.2.3 Comparison
- 3. Sustainability of Product Red
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper analyzes Product Red, a cause-related marketing initiative, through the lenses of consequentialist and deontological ethical frameworks. It examines the initiative's effectiveness in combating AIDS in Africa and assesses its sustainability. The paper also considers criticisms regarding its potential limitations and ethical implications.
- Cause-Related Marketing (CRM) and its application in Product Red.
- A comparative analysis of Product Red through consequentialist and deontological ethical viewpoints.
- The effectiveness of Product Red in raising awareness and funds for AIDS prevention and treatment.
- Ethical considerations surrounding Product Red's production practices and potential for exploitation.
- The long-term sustainability and impact of Product Red.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Definition and concept of Product Red: This chapter introduces Product Red, explaining its nature as a brand aid initiative within the broader context of cause-related marketing (CRM) and corporate social responsibility (CSR). It details the historical development of CRM, highlighting its growth spurred by social media and globalization. The chapter establishes Product Red's unique model of partnering with major brands to donate a portion of profits to The Global Fund to fight AIDS, malaria, and tuberculosis, focusing particularly on its goal of eradicating AIDS in Africa by 2015 (later extended to 2020).
2. Product Red: A comparison of the consequentialist and deontological view: This chapter analyzes Product Red through contrasting ethical frameworks. It begins by assessing the initiative's impact on solving the AIDS problem in Africa, acknowledging both the substantial funds raised and the failure to meet its initial deadline. While acknowledging progress in treating AIDS, the chapter also highlights continuing challenges like the persistent spread of HIV and the need for sustained global efforts. The chapter then delves into consequentialist and deontological ethical theories, applying these frameworks to evaluate the moral implications of Product Red for both companies and consumers, ultimately presenting a comparative analysis to synthesize the perspectives.
3. Sustainability of Product Red: [This section is not provided in the original text.]
Schlüsselwörter (Keywords)
Product Red, Cause-Related Marketing (CRM), Corporate Social Responsibility (CSR), Consequentialism, Deontology, AIDS, Africa, The Global Fund, Ethical Consumption, Sustainability, Brand Aid.
Product Red: A Consequentialist and Deontological Analysis - FAQ
What is the main topic of this paper?
This paper analyzes Product Red, a cause-related marketing initiative, through the lenses of consequentialist and deontological ethical frameworks. It examines its effectiveness in combating AIDS in Africa and assesses its sustainability, also considering criticisms and ethical implications.
What are the key themes explored in the paper?
The key themes include cause-related marketing (CRM) and its application in Product Red; a comparative analysis of Product Red through consequentialist and deontological ethical viewpoints; the effectiveness of Product Red in raising awareness and funds for AIDS prevention and treatment; ethical considerations surrounding Product Red's production practices and potential for exploitation; and the long-term sustainability and impact of Product Red.
How does the paper define and explain Product Red?
The paper introduces Product Red as a brand aid initiative within cause-related marketing (CRM) and corporate social responsibility (CSR). It details CRM's historical development and Product Red's unique model of partnering with brands to donate profits to The Global Fund to fight AIDS, malaria, and tuberculosis, focusing on its goal of eradicating AIDS in Africa.
What ethical frameworks are used to analyze Product Red?
The paper uses consequentialist and deontological ethical frameworks to analyze Product Red. It assesses the initiative's impact on solving the AIDS problem, considering both successes (funds raised) and failures (missed deadlines). The analysis then delves into the theories of consequentialism and deontology, applying them to evaluate the moral implications for companies and consumers.
What are the chapter summaries?
Chapter 1 defines and explains Product Red within the context of CRM and CSR. Chapter 2 analyzes Product Red through consequentialist and deontological lenses, assessing its impact on AIDS in Africa and exploring the ethical implications for businesses and consumers. Chapter 3 (content not provided) would likely discuss the long-term sustainability of Product Red.
What are the key words associated with this paper?
Key words include Product Red, Cause-Related Marketing (CRM), Corporate Social Responsibility (CSR), Consequentialism, Deontology, AIDS, Africa, The Global Fund, Ethical Consumption, Sustainability, and Brand Aid.
What is the overall objective of the paper?
The paper aims to provide a comprehensive analysis of Product Red's ethical implications and effectiveness, using established ethical frameworks to evaluate its impact and sustainability.
What are some of the criticisms or limitations of Product Red discussed (or implied) in the text?
While the text highlights the funds raised by Product Red, it also implicitly criticizes the initiative's failure to meet its initial deadline for eradicating AIDS in Africa by 2015 (later extended). It also suggests a need to further consider the ethical implications of production practices and potential for exploitation, though specifics aren't detailed in the provided summary.
- Quote paper
- Marisa Hohmann (Author), 2016, Product Red. A Comparison of the consequentialist and deontological view, Munich, GRIN Verlag, https://www.grin.com/document/322188
