The Case of Mattel: Virtue Ethics Review

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In this particular task, you are being asked to provide a review of the case of Mattel. While there are a lot of sources that have been indicated, I have put together some materials that allow for a better review and insight on Mattel's part. I suggest making your study simple. This outline should do:

1. Virtue Ethics & 3 chosen virtues - 200 words, here provide clear definitions
2. Application of Virtues (600 words)
3. Choice of ethics (discuss each and explain your choice) - 200 words

The Case of Mattel: Virtue Ethics Review

Article Particulars -

Sethis, P., Veral, E., Shapiro, J. & Emelianova, O. (2011). "Mattel, Inc.: Global Manufacturing Principles (GMP) - A Life-Cycle Analysis of a Company-Based Code of Conduct in the Toy Industry," in Journal of Business Ethics 99:483-517. Springer. URL: http://rd.springer.com/content/pdf/10.1007%2Fs10551-010-0673-0

This particular discussion looks into the virtue ethics espoused in the case of Mattel, Inc., one of the world's leading toymakers (among whose many creations include the Barbie and Ken dolls). Sethi, Veral, Shapiro & Emelianova (2011) studied the life cycle of Mattel's company-based code of conduct as a specific example of business ethics in the toy industry. In the late 1990's, the cry out for ethical conduct and corporate responsibility on the manner by which multinational corporations (MNC's) conduct their business pushed the issue on the front of public domain, where the outcry is to get the most powerful corporations account for and be responsible for the effects and impact of the manner by which they work for the purpose of profit. In response, Mattel volunteered a company code of conduct; one that it deemed will govern the manner by which it will conduct itself as a for-profit business in the toy industry. While the company's volunteered code took everyone by surprise since the ideals presented appeared noble, and above all, highly conservatively praised - what was more surprising is that after just a few years, the code was abandoned in practice. The authors looked at the code closely and studied its rise and fall, the forces by which led to its abandonment. This discussion on the other hand is going to search for 3 ethical virtues in it - justice, honesty and fairness and how it was attempted to be put in practice in the code.

What is virtue ethics first and foremost and how are these specific virtues put in practice? A definition is in order. Let's begin with virtue ethics. Virtue ethics looks at the character of the person other than the ethical duties, rules or consequences of the action (BBC, 2012). Essentially, it is not just the wrongness of rightness of an action that is important but the ...