Ethical Scenario

You are the CEO of a baked-goods plant located in the South Bronx. You have gotten into the doughnut business and your marketing Vice President suggests using a brand name that suggests that the doughnuts are made in the old fashioned way. She suggests using the brand name, "Grandma's Old-Fashioned Bakery" to evoke the image of a simple bakery using healthy ingredients. Should the company should use the brand name "Grandma's Old-Fashioned Bakery" or not? Identify at least 3 courses of actions or alternatives.

1 What is the ethical dilemma or issue?

2 What are the alternatives or possible courses of action? Identify at least 3 alternatives.

3 What are your recommendations? In other words, of the several alternatives you identified, what do you think the company should do?

4 What is your rationale for your recommendations? In other words, why do you recommend this course of action?