ETHICAL GUIDELINES FOR SOCIAL CHANGE INVOLVING STAKEHOLDERS
Abstract
The turbulent competitiveness driven by a technological scenario which accelerates the speed of internationalization of the economy and changing social values - there's a tendency to appreciate ethics and respect for the individual - which requires that organizations review their responsibilities and strategies (Lazer et al . 1990; McKenna, 1991; Badot and Cova, 1992, Clancy and Shulman, 1993; Popcorn, 1993) as well as a routing of new external and internal actions. For Badot & Cova (1992) the company is a social actor and not just an economic actor limited to market environment since that new values are associated to new products introduction and they should make sense in the consumer's life design. To introduce meanings and values in society, as proposed by McKenna (1991) and Badot & Cova (1992), involves a planned change of values, which may be associated with other social changes, and should make sense for the society, customers, employees, guided by the ethic inclusion of the company in society at a given time and space. In a time when competition arenas redesigned themselves beyond geographical boundaries, knowing the values and attitudes of managers regarding the ethical conduct of processes of change is especially relevant when the necessity to develop markets on multisite realities, where cultural and social aspects are little known, as is the case of Latin America.
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