Apply each of the three virtues you have chosen to the Mattel case

Apply each of the three virtues you have chosen to the Mattel case

Find and read the following journal article in the Library:

Sethi, S., Veral, E., Shapiro, H., & Emelianova, O. (2011). Mattel, Inc.: Global manufacturing principles

(GMP) – A life-cycle analysis of a company-based code of conduct in the toy industry. Journal of Business

Ethics, 99(4), 483-517. Retrieved November 19, 2012 from ProQuest.

While the Sethi et al. article is certainly a quite interesting case study, it is a very lengthy and fairly

complex one as well. To this extent, I don’t want you to simply recount the storyline of the article in

your response to the requirements. Rather, I want you to locate and evaluate the most salient business

ethics issue, critically analyzing them within the context of virtue ethics – and the questions that I have

posed for you below.


Choose three virtues, and then discuss how the three virtues you have selected may have appropriately

guided the actions and behaviors of Mattel, Inc.

Keys to the Assignment:

•Choose three virtues and provide a clear definition of each (for example, you might choose such

virtues as temperance, justice, honesty, or fairness);

•Apply each of the three virtues you have chosen to the Mattel case, describing how the virtue you have

selected might have been used to more appropriately guide the actions, behaviors, and/or policies of

the company (e.g., you may choose to discuss the company’s working conditions, worker safety,

company fairness, or Mattel’s attitudes towards the environment).

•Considering the normative ethical theories we’ve studied in the first three modules (deontological,

utilitarian, and virtue ethics), which do you believe is most useful in evaluating the Mattel case? Why?

Compliance with codes of conduct is necessary to ensure that multinational corporations

do not engage in unethical and unfair practices. This paper analyzes the case of Mattel Inc., a toy

manufacturing multinational corporation, which created its own code of conduct called the

Global Manufacturing Principles (GMP) to curb unethical and unfair practices in its business



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