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    Colgate-Palmolive dilemma

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    1. What is the dilemma facing Colgate-Palmolive

    2. What factors are important in understanding this decision?

    3. What are the alternatives? Which do you recommend?

    4. What are some ways to implement your recommendation?

    Answer each Complete question in 350 word and cite all work.

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    Solution Preview

    Since the dilemma has not been specified, the most prominent dilemma that has faced Colgate Palmolive relating to marketing has been considered. This is the presence of triclosan in Colgate Total.

    Step 1

    The dilemma that Colgate-Palmolive is facing is that the main ingredient of Colgate-Total toothpaste is being questioned for its safety. Even though the regulators have not yet declared the chemical triclosan unsafe there are moral and legal issues concerning the continuation of the use of triclosan in Colgate Total. The chemical triclosan is an antibacterial chemical that is used in Colgate Total. There are studies that indicate that it may harm human health and the environment. Even though the FDA has not made any pronouncements on this issue there are critics that hold that triclosan should not be used in the toothpaste (a). Colgate-Palmolive has gained advantage from this chemical. Colgate-Total toothpaste is the highest selling toothpaste of the company. Its performance has outstripped the sales of its competitors. While Colgate-Palmolive is increasing the sales of Colgate-Total, the FDA is teaming up with the Environmental Protection Agency to intensify research on the safety or otherwise of triclosan. The dilemma for Colgate-Palmolive is whether it should take moral responsibility for the product and stop using triclosan in the manufacture of Total.

    The dilemma lies in that, supposing FDA research finds that triclosan is harmful to human beings, then the company will be responsible for the harm done to human beings and to the environment for continuing to use triclosan in Total (b). Should Colgate take initiative and stop the use of triclosan in Total? The dilemma is deeper. If Colgate-Palmolive continues using triclosan and at a later date it is found that the chemical is harmful. Will Colgate-Palmolive be required to pay compensation to those customers that have used Colgate Total over the years? From the deontological ethical perspective it is the duty of Colgate-Palmolive only to market products that are safe to human beings. In light of current research is it the duty of Colgate-Palmolive to cease using triclosan in Total? What if serious deleterious effects of triclosan use surface after a few years. Deontological ethics prescribes that Colgate should behave in a responsible manner and it is its duty to stop the use of triclosan. Then what about its duties to its shareholders? if it is found that triclosan ...

    Solution Summary

    This solution explains marketing conflict of interest. The sources used are also included in the solution.