Learning Goal: I’m working on a business case study and need an explanation and answer to help me learn.Reality Check – Targeting Vulnerable People?**An important case of marketing drugs to targeted populations involves the drug Strattera, Eli Lilly’s prescription medication that controls attention deficit/hyperactivity disorder (ADHD) in children. The ad ran in magazines such as Family Circle (September 2003) under the simple title “Welcome to Ordinary.” The ad pictured two boys holding up a model airplane that they had finished building, a challenging task for a child with ADHD. The ad reads: “4:30 P.M. Tuesday. He started something you never thought he’d finish. 5:20 P.M. Thursday. He’s proved you wrong.” The ad suggests that, if a child with ADHD is not “ordinary,” it is the parents who are “wrong” because all it would take would be Strattera to solve their problem. The same issue of Family Circle contained ads for McNeil Pharmaceutical’s Concerta and Shire Pharmaceutical’s Adderall, the two major competitors to Strattera.Question: You are the CEO of Eli Lily and you must decide whether you will continue to run the ad above in magazines such as Family Circle, or whether you will take some other action. Use the Ethical Decision-Making Process outlined in Chapter 2 of your textbook to come to a decision.Please include the question numbers when you complete this assignment. Please double-space your answer.Overview of the steps in the Ethical Decision Making ProcessThe first step in the Ethical Decision Making Process is to determine the facts of the case. See pages 34-35 in Chapter 2 of your textbook and pages 88-89 in Chapter 3 of your textbook for descriptions of this first step. An important part of this first step is to determine which facts are useful to know before making a decision. It is also important that you do not bias your later decision by gathering only the facts that support one particular outcome. 1. What are the most important facts in this case?The second step in the Ethical Decision Making Process involves identifying the ethical issues involved. See pages 35-38 in Chapter 2 of your textbook and pages 88-89 in Chapter 3 of your textbook for descriptions of this step. 2. Given the information you read in Chapter 8 of your textbook re: Ethics and Marketing, are there ethical issues involved in this case or is this simply a financial decision? If there are ethical issues involved in this case, what are they?The third step in the Ethical Decision Making Process is to identify the stakeholders and consider the situation from their point of view.3. Identify the stakeholders in this case. Use the Stakeholder Map in Figure 2.1 of your textbook, located on page 39, and the facts of the case above to help you answer this question.The fourth step in the Ethical Decision Making Process is to identify/consider the available alternatives. See pages 41-42 in Chapter 2 of your textbook and pages 88-89 in Chapter 3 of your textbook for descriptions of the fourth step.4. Identify the alternatives open to you as the CEO of Eli Lily. What are your options in this situation? This is a very important step. You should be both thoughtful and creative when identifying options. Please note that your textbook explains that this step should involve moral imagination. Consider a range of alternatives. Review the pages I have identified in your textbook (above) for assistance in answering this question. The fifth step in the process is to compare and weigh the alternatives. See pages 42-43 in Chapter 2 of your textbook and pages 88-89 in Chapter 3 of your textbook for descriptions of the fifth step. During this step you should evaluate the impact of each alternative on each stakeholder you identified. 5. What are the harms and benefits of the alternatives you identified in Question 4 above to each of the stakeholders you identified in Question 3 above? If you prefer, you can provide the answer to this question in a chart per the example below. You can add or subtract the number of alternatives and/or stakeholders in your own chart. If you do not use the chart, be sure to include both the harms and the benefits to each stakeholder for each of the alternatives.Stakeholder 1 __________Stakeholder 2 _________Stakeholder 3 ___________Stakeholder 4 __________Stakeholder 5 ________1. Alternative 12. Alternative 2 3. Alternative 3In addition to identifying the individual harms and benefits to each stakeholder you should also think about which of the stakeholders will receive the most harms and/or benefits from each alternative; whether the benefits and/or harms to one stakeholder group take precedence over the others; and the type of harm faced by each stakeholder group.6. Considering your analysis of the harms and benefits to the stakeholders above, which of the alternatives you identified in Question 4 above is your best option? Why?The fifth step in the Ethical Decision Making Process – comparing and weighing the alternatives – also requires that you consider various ethical theories, corporate values and individual values when coming to a decision on a question of ethics.7. Use at least one of the ethical theories discussed in Chapter 3 of your textbook and in our Week 1 Discussion Question to make an argument for one or more of the available alternatives. The ethical theories discussed in Chapter 3 of your textbook and the Week 1 Discussion Question are Utilitarianism, Principle Based or Rights Based Ethics (also referred to as Deontology), and Virtue Ethics.An analysis of the various alternatives when making an ethical decision also involves a consideration of the corporation’s values.8. Go to the Eli Lilly website. Locate the Mission Statement or Code of Conduct. a) In your opinion, based on what you found on the Eli Lilly website, what values are important to the organization? b) Which of the alternatives you identified in Question 4 is supported by Eli Lilly’s corporate values?An analysis of the various alternatives when making an ethical decision also involves a consideration of your personal values as the CEO of Eli Lilly.9. Identify two of more of the personal values you identified for yourself in the “What are your values” exercise you completed as part of your Week 4 Homework: https://www.mindtools.com/pages/article/newTED_85.htm (Links to an external site.) If you were the CEO of Eli Lilly, which of the alternatives you identified in Question 4 above would support your personal values? Why?Step six of the Ethical Decision-Making Process involves making a decision. See pages 43-45 in Chapter 2 and pages 88-89 in Chapter 3 for descriptions of the sixth step in the Ethical Decision Making Process.10. Review all of your answers above. Which of the alternatives you identified in Question 4 above is supported by the complete analysis you conducted above regarding the benefits and harms to stakeholders, the application of various ethical theories, the application of the values of the corporation and a consideration of your personal values? Why? Step seven of the Ethical Decision-Making Process is the final step. This step involves monitoring and learning from the outcome of your decision. See page 45 in Chapter 2 and pages 88-89 in Chapter 3 of your textbook for descriptions of this step.11. What mechanism could you put in place as CEO to monitor the outcome of the alternative you decided to pursue in this case?**This case comes from page 210 of your textbook: Hartman, L.P., DesJardins, J. & MacDonald, C. (2021). Business Ethics: Decision Making for Personal Integrity & Social Responsibility, (5th ed.). McGraw Hill Education.
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