Question

2 Marketing intelligence. Take the situation where, in an endeavour to conduct marketing intelligence, a company employs a service agency to sort througih its competitors' rubbish after hours. Is this ethical behaviour? Is it illegal? Either way, what do you think the general public would make of such activities if they came across a newspaper report on a well-known company undertaking such activities? (Learning Objective 5) (AACSB: Communication)

Answer 1

The question is subjective and tests your reflective and strategic thinking. I have put together my thoughts. Please use them as a framework to create your own answer.

Technically speaking, there is nothing unethical or illegal about this. However, it's not a responsible behaviour. It's a questionable behaviour. There is no economy where such acts are punishable, however the same can't be used as an excuse for such an act. This is a reflection of sheer irresponsibility and hence must be avoided.

General public would not be appreciative of such an act. They may check out the content, laugh it away but not going to appreciate the same. In fact, this act may tarnish the image of your company more than that of your competitor.