Description of an Ethical Problem, Case Study Example

JCB, Inc is a 40-year global manufacturing construction equipment company that manufactures construction equipment products: the High Mobility Engineer Excavator (HMEE) a high-speed fully armored backhoe loader, Dieselmax engine, Power Systems, Fastrac 3000, Skid Steer, Backhoe and other products. JCB has the finest engineering facilities with over 1,500 dealerships and manufacturers in 150 countries around the world. In record, JCB operates 17 factories in Brazil, Germany, North America, India, China, and UK using the most advanced technology testing equipments for engineering top performance. Ultimately, their finance of health is undisclosed for the public. This is in which proves the customers that JCB’s Dieselmax engine has the world landspeed record at 350.092mph and has succeed to perseverate the headlines its smashing, revolutionary, meticulous construction equipment of design. At JCB, they offer JCB social network links for consumers, businesses, suppliers, dealers, and manufacturers to network with each other on the concerns of the construction equipment products and features. One of the JCB social media network links is called, “THE JCB DIRT”, under the fourth tab, there is an internet ethic principals for social media network, which is called the “NETIQUETTE” in which the company regulates the policies for the internet users using the JCB Dirt webpage. On the “NETIQUETTE” tab, there are seven guides for the JCB users to be themselves, be truthful, be friendly, and be discrete when discussing JCB topics that focus on the construction equipment products and the engineering processes. Apparently, it is no secret that many JCB users have had offended their associates on the quality of the products and the product’s performance on the task — hey–dirt-pick-me-up—machinery performance. Unless, if there are products that does not have deficits causing the malfunction in part.

Ethical Dilemma

Although, in this ethical dilemma example, for instance, in a conversation on the JCB social network forum, a JCB engineer, named Blake and a house builder owner, named Jake discussed on about a product that exists in Fastrac 3000 equipment that has failed its horsepower to 23% and produced multiple errors for the lay constructors to build a house. The problem includes the equipment that did not dig much dirt as it was supposed to; and the equipment have to dig at least 1/3 of dirt to bring accurate measurement; and Jake reported that the equipment can not reach the ‘hard-to-reach’ space where measured, which indicated that there is a need for a smaller prototype construction equipment to reach the ‘hard-to reach’ space where measured. In response to the problem, JCB engineer, Blake disagreed with the comment, but he insisted to went on to explain about the latest construction equipment, the Fastrac 3000, have its capacity to reach the ‘hard-to-reach’ space and digs up the right amount of dirt when measured. But, then the home builder, replied that ‘he’ll have to decide on whether to make a purchase on the latest product available and decided that he (home builder owner) rather to have the equipment replaced at the discount rate for the latest Fastrac 3000 equipment at a different company that does sell the similar prototype construction equipment for 10%’. As competitive it sounds, Blake do not want this consumer to lose interest in JCB products and buy the construction equipment elsewhere. Thus, he was emotionally impacted, Blake then threw a sale pitch on the Fastrac 3000 for a discount at 20%  impulsively without employer’s consent for him to do so. As an intention to convince Jake, the homebuilder owner. Blake remembers Jake as a loyal consumer with the JCB company and their products for over years. Consciously, Blake, the JCB engineer, has a pitch that is very aggressive, but at the same time, he did not want to be perceived as too articulated and assertive when responding to the problem at hand without consulting a team partner, but he took the first thought and respond too quickly. The attitude he placed upon himself did not help him to think to check with his supervisor that if he can market a discount price.  At the point, all of JCB users including JCB employees have to acknowledged themselves with the rules of social media network forum and the possible benefits and drawbacks in which the outcome can go either ways —An impact to the organization and to the competitors and the stakeholders, if handle properly and carefully Coherently, the JCB engineer firstly reviews the guidelines before he can give the answer to the problem.

JCB Netiquette Rules

The seven JCB “NETIQUETTE” guidelines are: 1) Rules of Engagement; 2) Speak the Truth and Stick to What You Know; 3) Be a Good Conversationalist; 4) Be cool; 5) Add value; 6) Moderation Guidelines; 7) JCB’s Commitment. What JCB company desire is for the consumers and alliances to be able to gain insights and understand the products capabilities and features on a specific dirt job task, because the measurement (dirt) is often overlooked its mobility usefulness and tactfulness.

First netiquette rule is the Rules of Engagement: JCB expects of a JCB user to be himself and be transparent when talking as an individual, because the people who reads the texts in the forum format may be perceiving that the individual is talking on behalf of JCB. This further reflects Rawlsian’s theory on the non-ideal circumstance of autonomous that assess the judgment on addressing a topic. If he does not work for JCB, or a JCB employee or a spokesperson, he is to add a disclaimer stating so.

The second netiquette rule: Speak the Truth and Stick to What You Know. When a JCB user engage in a conversation, discussing about JCB products, he is to not to make unsubstantiated claims about benefits, performance, features, pricing, and JCB competitors. It is important that the JCB user writes and post about things in his area of expertise, and be specific and be detailed on the addressing topic.

The third netiquette is: Be a Good Conversationalist. This rule refers to the readers and fans as the JCB user would talk to their associates and colleagues in the real situations. Rationally, a Social Contract Theory in which a condition the parties involved are able to accept one another as well. The role of a JCB user is far apart from the guy who attended to a party and talk in monologue terms while his potential victims are searching for a way out.

The fourth netiquette rule: Be cool. On the behalf of JCB, they aim of social media network forum is to share feedbacks and create dialogue on the JBC products’ topics. A JCB user is to express his opinions in a consistent and clear manner, when confronted with an individual expressing the difference of opinion, both individuals should be able to keep their cool. It also suggested that this idea of freedom of speech, rather than causing an offensive speech directly. postulate Mill’s harm principle. Ideologically, he needs to remember what his grandmother told him that sometimes in an argument, one have to accept the constructive criticism by giving no response to the argument, it works wonders sometimes.

The fifth netiquette: Add value. As a JCB user, he is to determine to know what to share that can help his co-workers, customers, or partners to do their jobs or solve problems; And, that he is helping others to improve their knowledge bases and skill sets. In attempt to contribute directly or indirectly to the improvement of the JCB products or the engineering processes, because it builds a sense of added value for the businesses and the community.

The sixth netiquette rule: Moderation Guidelines. This rule refers to the user generated content (UGC). This rule does not imply JCB’s endorsement to the responsibility of the content posted by third parties, including the text input and uploaded files (audio, video, images, documents). However, JCB reserves the right to make modifications and to make moderates when necessary. JCB encourage users to participate and follow a simple borrowed rule, “The Good, the Bad, but not the Ugly.” In terms of the content behaviors, as the Kantian’s theory of realistic resonate manner and happiness, whether the statement were in favor or not in favor to JCB. If the context of the content is becoming cacophony or denigrating and even doggerel, JCB have the right to reject the content. In other words, think PG.

The seventh netiquette is: JCB’s Commitment. JCB will provide a meaningful, honest, and consistent quality content when appropriate. They will listen to the consumers, fans, friends, partners and JCB team members are saying in regards to the JCB products and will maintain to build on these relationships. JCB are here for JCB users and you.

Ethical Decision-Making Steps

The decision is to decide on whether to take the moral values in the conversation and be sensitive to the product’s quality and service. As the problem is that the home builder owner, Jake was misinformed on the Fastrac 3000 equipment capabilities and features. JCB wants to be discrete when the customer complained of the equipment on the social media forum. The first step is to appraise the JCB netiquette rules, legal, and ethical consideration involved. As the JCB netiquette’s fourth rule, Be cool. Because, Blake and Jake have to keep his coolness when confronted in a discussion that expressed the difference of opinion after second discussion on the same topic. However, this implication can lead to a conclusion that is not prepared to defend, to anticipate, and to change the degree of disagreement on the first round of conversation .In theory, a Kant’s theory of virtue, an act to the fairness relies on the characteristics of Hellenistic that represented the right to act morally but not only the interests of others, but to justify the respect the obligation to temperate an action (Beauchamp, T., et .al, 2004). The second step is appraise and analyze the dilemma that has arised, and check with the employer at JCB, that the JCB engineer , Blake tried to sell the Fastrac 3000 for 20% discount to the home builder owner, Jake without the consent of JCB. The employer wants Blake to offer options if there is more problems with existing Fastrac 3000 equipment and use the 20% discount as a last resort sale pitch. This strategy takes the stakeholder theory to make a bargained sale pitch deal. That is, in which, the stakeholder theory have a normative core (tending to create or prescribe standards) that linked to the welfare of the corporation and the governed policies. In addition, the normative core yields a number of possibilities, constraints, and other ecological necessities. The third step to appraise the dilemma is to deliberate the relevance of the of JCB corporation philosophies. To take into account, the fifth netiquette rule, to add value. In this case, the JCB engineer, Blake took the word of his employer on the sale pitch ‘talk’ and respond to Blake, the homebuilder owner, in a manner of fiduciary. This ethic principle, ‘the stakeholder fiduciary’ which implies the relationship between groups that are affected by their welfare and safeguarding the long term stakes. Intrinsically, a JCB employee should think like the CEO, is by asking himself difficult questions and place himself in the CEO position.The questions are like: whether he know CEO’s style (Analytical, Amiable, Expressive, Driver) and if he respond to the discussion too early in the conversation for addressing this problem with the home builder owner and if he should confer with his co-worker about the problem before the CEO; And, whether this ethical matter has been raised to a “smokescreen” hiding some other topic/issue/loyalty? What is his understanding of his CEO’s organization’s focus? A reason for the pronouncement that was being addressed has been told as if this problem refers to the price objection, as confusing as it may deem upon one’s thinking. Is JCB in an aggressive cost-cutting mode? If so, what is CEO’s perspective on this topic, as the tactic mechanism has played the roles that requires a ritualistic negotiation, therefore under such circumstance, brainstorming the alternatives of how CEO thinks and how employees think and characterize themselves as the agents of the emotional intelligence is an optimal practice. An alternative decision making made by the employer due to Blake’s irresponsibility and impulsively dispositions in the argument with Jake. That is, in which at any time an employee expressed his frustrations to the consumers are automatically are not eligible for new responsibilities and may receive a disciplinary action. Other decision-making option is to instruct the program manager to work closely to the frustrated team leader (i.e., JCB engineer, Blake) and practice to cope their frustrations when cyper-socializing with the people (JCB users). This may change over time while the accomplished team leaders improve and master their internet communication skills and netiquette skills.

As such, an estimate to the presence of this ethical dilemma on the social network forum, “JCB DIRT” in which the webpage explicates an ‘intuitive sense’ feeling to the sensitivity of the open-ended conversation being engaged in order to gain the understanding the dialogue methods used in the circle of network. Looking into this case, Blake collaborated with the Jake on the JCB Dirt forum and Blake offer him options on the JCB products that meets his construction business needs. Blake wrote, ‘Sir, I apologized to hear about your difficulties with the Fastrac 3000 equipment, can we offer you an assistance by a JCB technician to come to your site and take a look at the problem and help you to solve the problem?” Jake, replied, “yes, sir, I want to set up an appointment for a technician to come to my site. I appreciate your help.” The last step is the decision on the complexity of ethical dilemma that aims to generate options that reflects the outcome and to the solution to the problem. In philosophy, Utilitarian rule argues that, a manipulation to a person is not an act of showing the greatest good for the greatest number. In other words, attitude is everything, to bring this topic as a warrant of how people presented the presentation on the specific topic, and be consciously cultivated to the content of concern. An attitude reinforce that an individual should possess the most positive position posturing and positive traits into the forefront of JCB’s Dirt social media forum on a daily basis (Parinello, A,2006). Similarly to the sixth netiquette rule, JCB reviews the comments, including the upload files containing documents, pictures, images, videos, and audio and make a modification to the content when necessary. As the guideline’s motto, “Do the Good, not the Bad, and indeed not the Ugly.” Even though, it may be favorable to the JCB as JCB thinks PG.

Reference

Beauchamp, T. L. & Bowie, N.E. (2004) Ethical Theory and Business, 7^th ed. Upper Saddle River, NJ; Pearson Prentice Hall

The JCB (2012) The JCB Dirt. Retrieved December 1, 2012 from: http://www.jcbdirt.com/netiquette/

Parinello, A. (2006) Secrets of Vito, Very Important Top Officer: THINK and SELL like a CEO. Printed in Canada; Entrepreneur Media, Inc.