Ethical Challenge Integrated Marketing Communications

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Submitted By bubba1
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Ethical Challenge Integrated Marketing Communications Paper
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Integrated Marketing Communications

This paper is a review of the ethical and social responsibility that General Electric (GE) faces regarding New York’s Hudson River. The paper will also detail ethical challenges and efforts taken by GE to address, inform, and relate its standing on the Hudson River topic. Also covered will be the influence of external and internal factors on GE’s IMC as well as reviewing the role of research in the process. Lastly, two ethical questions will be prepared based on the paper.
Ethics is defined as “the principles that serve as operational guidelines for both individuals and organizations” (Baack & Clow, 2002, p. 33). In upper New York state GE has a capacitor and arrestor factory located in the city of Fort Edward. GE manufactures electrical distribution and control equipment including capacitors and arresters that used polychlorinated biphenyls (PCBs) as a coolant. For 50 years, the manufacture, sale, use and discharge of PCBs were legal in the United States. More than one billion pounds of PCBs were produced and sold. PCBs were considered a “miracle” chemical because they would not burn and were widely used in electrical equipment installed in wooden factories and school buildings where fire was a constant threat. In fact, some city codes and some insurance companies required the use of PCB-type transformers and capacitors.
A description of polychlorinated biphenyls and usage information.

For a century, PCBs were known mostly to engineers and chemists as the acronym for a variety of chemicals used in many manufacturing products. PCBs, or polychlorinated biphenyls, were considered chemically and thermally stable, meaning they did not break down easily. Nor did they easily catch fire. These physical properties made PCBs extremely…...

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