Abstract

Literature on the teaching of ethics points to the need for realistic business problems in which students deal with ethical dilemmas. This paper presents the results of an experiment in which students take on the role of a Brand Manager who must decide on the level of support to allocate to four distinct business problems. The problems were presented as business problems including realistic profit and cost considerations, rather than being posed as "ethics cases". Students were able to select from a range of product support levels for each problem. The experiment isolated the factor effects which included level of realism, degree of competition, company situation in terms of fault and profit level, and problem type relative to damage and visibility. Company fault was the most important factor in determining the level of product support allocations. Allocations generally increased when there was an increase in profit level from low to medium. However, there was no additional increase in allocations above the medium profit level. The paper concludes with suggestions on how the results can be used as a springboard for discussion of the integration of ethical considerations in managerial decision making.