Utilitarianism is an ethical theory that shows how right or wrong is a result of an action taken instead of another. It mainly concentrates on other people’s interest instead of oneself. The theory focuses on the consequences of one’s actions are the results experienced in most cases. There are five main characteristics of utilitarianism that are depicted. Firstly is universalism where all humans universally respect morality, and therefore people will uphold morality in all situations and to all. Secondly is consequentialism where every result is determined by specific actions. Some cases are consequences of particular actions (Kotler & Lee, 2008). Thirdly is welfare where good consequences are experienced where there is the proper well-being of people. It mainly concentrates on how others are faring. Fourthly is that it is aggregative in that it is not self-centered leading to overall good. Lastly is maximizing where utilitarianism is one that emphasizes on having the best of right situations.
Deontology is an ethical position that mainly determines a good situation through rules and regulation. It is primarily characterized by observation of rules as the reference point in determining the morality of an action (Kotler & Lee, 2008). Virtue ethics, on the other hand, is where one's honesty in actions are done because it is the right thing to do concerning the saying ‘do unto others as you want them to do unto you.’ It is characterized by selflessness where it mainly considers others and avoids doing wrong to others (Kotler & Lee, 2008).
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Starbucks is a coffee manufacturing company whose branches are found in twenty-five countries in the world. It is one that is going through the ethical issues that may arise. Starbucks is seen to participate in many of the ventures in the world. The company is recognized to boost the economy of the twenty-five countries. They relocate due to the availability of coffee farms. As years go by the coffee farm business seems to be deteriorating, and that means less coffee collected. Demand would increase while the supply cannot sustain the market. One of the key reasons is due to change in the climatic situation that reduced production of coffee in some of the areas (ProfTabOkWU, 2010). Such a result is seen through utilitarianism where the result of lack of coffee is due to an action where people were not observing the weather resulting in global warming. Deontology is another theory seen in the Starbucks case wherein all countries they do business; it is critical to have a relationship with the government. It will help in ensuring that they maintain the societal culture and therefore fulfilling cooperate social responsibility.
Lastly is the virtue ethics where one’s actions determine how the others may react to the situation. The Starbucks coffee company is seen to ensure that the community where they carry out their business is well represented (Oakley, 1998). They intend to provide that they do good to avoid any consequences. A society that is pleased with a company tends to increase the public relationship with them and to lead to more sales.
In conclusion, Starbucks Coffee Company is a brand that is known internationally. They ensure that they are cautious with their actions where ethical theories apply. The company is seen to use deontology and utilitarianism where a result is depicted due to consequences of a specific action. Starbucks ensures that they follow the rules and have a good reputation. Deontology applies where they determine the morality of specific actions to rules and regulation of the country. Hence they have to work together with the government.
References
Kotler, P., & Lee, N. (2008). Corporate social responsibility: Doing the most good for your company and your cause . John Wiley & Sons.
Oakley, J. (1998). A virtue ethics approach (pp. 91-104). Wiley‐Blackwell.
ProfTabOkWU ( May, 2010), Starbucks Social Responsibility , Retrieved from https://www.youtube.com/watch?v=Nly_OdvORQY&feature=youtu.be
