Business Coursework写作范文：Business Ethics of KFC

Business Coursework写作范文-肯德基的商业道德。本文是一篇留学生商务管理Coursework范文，主要内容是通过三种理论伦理方法，对肯德基的商业道德进行研究分析。Coursework范文首先提出道德伦理基本上是一种规范的伦理立场，在这种立场上，行为的道德是基于对行为规则的遵守来判断的。该理论是由伊曼纽尔·康德提出的。康德认为，决定是非的不是任何行动的后果，而是负责采取行动的人本身的动机。下面就一起来看一下这篇Coursework范文的具体内容。

Coursework one:课程作业一

Q1. There are mainly three theoretical ethical approaches present and they are:目前主要有三种理论伦理方法，它们是

Deontological ethics: Deontological ethics is basically a normative ethical position in which the morality of action is judged based upon the adherence of the rule by action. The theory had been developed by Immanuel Kant (Klein & Smith, 2004). Kant argued that it is not the consequences of any action which can make right or wrong but the motives of the person who is responsible for taking up the action itself.

Consequentialism: Consequentialism is an ethical theory which takes into consideration the consequence of the conduct of a person. The judgment about the rightness of conduct is based upon it. According to the consequentialism theory, it can be stated that the morally right act can bring out good and positive outcomes (LeClair, Ferrell and Fraedrich, 2012). The theory has been developed to be distinguished from the deontological ethics.

后果主义：后果主义是一种考虑到一个人行为后果的伦理理论。关于行为正确性的判断是基于此的。根据后果主义理论，可以说道德上正确的行为可以带来良好和积极的结果。这一理论已经发展成为有别于义务生物学伦理学的理论。

Pragmatic ethics: Pragmatic ethics has been developed by John Dewey who believed that some of the societies have progressed substantially morally in the very same manner in which they attained progress in science. The pragmatic ethics also states that principles, norms and moral criteria can be improved through inquiry.

实用主义伦理学：实用主义伦理学是由约翰·杜威发展起来的，他认为一些社会在道德上取得了实质性的进步，其方式与他们在科学上取得进步的方式完全相同。语用伦理学还指出，原则、规范和道德标准可以通过探究来改进。

Q2. Comparison of absolute ethics and relative ethics:绝对伦理与相对伦理的比较

The absolute ethics is based on the theory that some things can be considered either right or wrong from a particular point of view and the things cannot be changed as per the culture. There are certain actions which are intrinsically right or wrong. It means they are right or wrong according to their point of view. On the other hand, the relativist ethics is based on the theory that there are no valid moral principles. If an action is good in itself and if it is considered bad by others then there is no basis to find out the truth behind it (LeClair, Ferrell and Fraedrich, 2012).

绝对伦理是基于这样一种理论，即从特定的角度来看，有些事情可以被认为是对的或错的，而这些事情不能根据文化而改变。有些行为本质上是对的或错的。这意味着根据他们的观点，他们是对的还是错的。另一方面，相对主义伦理学是建立在没有有效道德原则的理论基础上的。如果一个行为本身是好的，而其他人认为它是坏的，那么就没有基础来找出背后的真相。

Q3. Ethical issues affecting the businesses:影响企业的道德问题

In the complex global business environment, all the businesses face various types of ethical issues. They are:在复杂的全球商业环境中，所有企业都面临着各种类型的道德问题。它们是

Fundamental issues: The most essential and fundamental ethical issue which the businesses should face is trust and integrity. The businesses should treat every customer fairly and all the business affairs should be carried out with honesty. From the perspective of KFC, one of the companies considered for this study, the organization should strive to provide the best quality of food to every customer, providing the maximum value for money. Also, they should maintain transparency in the ways they conduct business in every possible arena.

基本问题：企业应该面对的最基本的道德问题是信任和诚信。企业应该公平地对待每一位客户，所有的商业事务都应该诚实地进行。肯德基是本研究考虑的公司之一，从肯德基的角度来看，该组织应该努力为每一位顾客提供最好质量的食物，提供最大的性价比。此外，他们在各个可能的领域开展业务的方式应保持透明度。

Diversity issues: There are many companies that always employ the workers from a specific culture or community. An ethical response to the diversity mainly begins with recruiting the diverse workforce and all the employees in KFC should be given equal opportunities in various aspects such as training, promotion etc (LeClair, Ferrell and Fraedrich, 2012). It should start with providing equal opportunity to every individual who applies for a position in the organization. The ethical response of the company is fulfilled when the employees can enjoy a respectful workforce which values the contributions made by them to the company.

多样性问题：许多公司总是雇佣来自特定文化或社区的员工。对多样性的道德回应主要始于招聘多样化的员工，肯德基的所有员工都应该在培训、晋升等各个方面获得平等的机会。它应该从为每个申请组织职位的人提供平等的机会开始。当员工能够享受到一支尊重员工、重视他们为公司做出的贡献的员工队伍时，公司的道德反应就实现了。

Marketing issues: There are some marketing ethical issues which might be confronted by the organizations. There are many companies who promote their products to a particular community or culture which is purely unethical approach to marketing. Organizations also involve themselves into falsely promoting the benefits of certain items. All these result into customers taking up decisions in favour of the company based upon false promises. KFC holds the ethical duty of designing their marketing campaigns based solely upon the truth (Maignan, Ferrell, and Ferrell, 2010).

营销问题：组织可能会面临一些营销伦理问题。有许多公司向特定的社区或文化推广他们的产品，这纯粹是不道德的营销方式。各组织还参与虚假宣传某些项目的好处。所有这些都导致客户基于虚假的承诺做出有利于公司的决定。肯德基负有道德责任，即仅根据事实设计营销活动。

Decision making issues: Ethical decision making processes of the organizations should protect the employees and they should make sure that all the operations of the businesses should be fair. The business decisions at KFC should never be framed in a manner which would cheat their customers, deprive their employees of their rights and defraud the government & society in general.

决策问题：组织的道德决策过程应该保护员工，他们应该确保企业的所有运营都是公平的。肯德基的商业决策决不能以欺骗顾客、剥夺员工权利和欺骗政府和社会的方式制定。

Coursework  two:课程作业二

Q1. How business objectives are affected by ethical considerations 商业目标如何受到道德考虑的影响

There is huge importance of ethical considerations in the business of KFC. The ethical considerations can help KFC to address the problems, situation and opportunities to choose the actions. As KFC has adapted ethical standards in marketing, they promote their products among people with correct information. They have also adapted ethical standards in packaging of the products. The government agencies of the countries in which KFC operates their business and the consumers too have pressured KFC to provide healthier menu options to the customers, particularly among children and since, KFC started to provide healthier food options to the customers, the total number of customers has increased (Merritt, 2011). KFC also employed a diverse workforce in almost all the countries in which they operate and they have also employed a huge number of people with physical challenges. It helped them to be appreciated by the governments and agencies of the countries.

在肯德基的经营中，伦理考虑非常重要。伦理考虑可以帮助肯德基解决问题、处境和选择行动的机会。由于肯德基在营销中采用了道德标准，他们在有正确信息的人群中推广自己的产品。他们还调整了产品包装的道德标准。肯德基经营所在国家的政府机构和消费者也向肯德基施压，要求其向顾客，特别是儿童提供更健康的菜单选择。自肯德基开始向顾客提供更健康食品选择以来，顾客总数有所增加。肯德基在其经营的几乎所有国家都雇佣了多样化的员工，他们还雇佣了大量身体有挑战的人。它帮助他们得到了各国政府和机构的赞赏。

Q2. Implications for a business and its stakeholders to operate the business ethically:对企业及其利益相关者合乎道德地经营企业的影响

The ethical operations of the business of KFC have also helped the stakeholders to be benefitted. The most important stakeholders i.e. the customers can get healthier menu options which help them to reduce their costs of daily meals (Merritt, 2011). The shareholders of the business have also been benefitted as their profit has also been increased due to the ethical operations of the business. The government agencies have also been satisfied with the ethical considerations of KFC and more and more countries are giving opportunity to KFC to expand their business in multiple countries.

肯德基业务的道德运作也帮助利益相关者从中受益。最重要的利益相关者，即顾客可以获得更健康的菜单选项，这有助于他们降低日常膳食成本。该公司的股东也从中受益，因为他们的利润也因该公司的道德运营而增加。政府机构也对肯德基的道德考虑感到满意，越来越多的国家给了肯德基在多个国家扩大业务的机会。

Q3. Role of KFC acting as a moral agent:肯德基作为道德代理人的作用

KFC is a world-renowned organization, which has become a moral agent in terms of diversity in employment and promoting healthy eating and lifestyles. There are even stores that are run entirely by hearing and verbally-disabled individuals. By doing this, the company has extended tremendous support to the disabled communities and has set a great example of employment ethics. In turn, it has also aided the organization in gaining huge amounts of popularity in the society as a whole. Also, KFC promotes healthy eating by offering healthy food options in the menu and marketing them aggressively to attract customers, especially kids. For example, its grilled chicken is a healthy option and is promoted with a lot of vigour (Idalberto, 2012).

肯德基是一个世界知名的组织，它已经成为就业多样性和促进健康饮食和生活方式的道德代理人。甚至还有一些商店完全由听力和言语残疾人士经营。通过这样做，该公司为残疾人社区提供了巨大的支持，并树立了就业道德的典范。反过来，它也帮助该组织在整个社会中获得了巨大的人气。此外，肯德基通过在菜单中提供健康食品选项并积极营销来吸引顾客，尤其是儿童，从而促进健康饮食。例如，它的烤鸡是一种健康的选择，并得到了大力推广。

Q4. Analysis of the development of mechanisms to achieve employee empowerment and involvement:分析实现员工赋权和参与的机制发展情况

In order to achieve employee empowerment and involvement, KFC motivates employees with the employee of the month mechanism. The best employees get this award and their pictures are displayed at the stores. Employees are also motivated with incentives, rewards, etc. Diversity is a priority and KFC has incorporated different community websites, job sites, etc. in order to involve different kinds of people into the workforce. The company also promotes female leadership. In 2012, special assignments were designed to identify leadership skills so that 15 women could be given leadership roles in the company (Gil, 2012).

为了实现员工赋权和参与，肯德基通过月度员工机制激励员工。最优秀的员工会得到这个奖项，他们的照片会在商店里展示。员工也受到激励、奖励等。多样性是一个优先事项，肯德基引入了不同的社区网站、招聘网站等，以让不同类型的人参与到工作中。该公司还提倡女性领导。2012年，设计了特别任务，以确定领导技能，从而使15名女性能够在公司中发挥领导作用。

Coursework three:课程作业三

Q1. A current ethical issue affecting McDonald’s: 当前影响麦当劳的道德问题

The McDonald’s Corporation is the largest restaurant chain fast food in the world and is based in the U.S. It manages its subsidiaries directly or through franchise. McDonald’s restaurants are found all over the world (to employ full-time about 438,000 people) and have become one of the most recognizable symbols of so-called globalization, the fast-paced lifestyle and modern consumerism. A recent ethical issue that the company has been facing is criticism of its employment practices. On 5 August 2013, The Guardian published in a report that 90% of the employees working in McDonalds, UK, had zero hour contracts (Idalberto, 2013). Zero hour contracts are contracts that do not specify any work schedule or regular time period of duty. There is no obligation to provide work or pay, and, the company can make employees work in an ‘on call’ system. Thus, under this contract, McDonald’s can pay employees strictly on the basis of hours worked. The Guardian revealed that McDonald’s is the world’s biggest zero hour employer. Zero hour contracts, though legal, are considered to be unethical as they are often used to exploit the workforce. As per a study done by the Fast Food Forward, due to zero hour contracts, 84% of the workforce of all fast food companies in New York, are paid less than the salaries they deserve (Neville, 2013). In the period between 2007 and 2011, employees of the fast food industry in USA had to get help worth $7 billion from public assistance options as their low salaries could not help them sustain themselves and their families (Fast Food Foreward, 2013). As per the research by Fast Food Forward, some of the employment practices and HRM practices of McDonald’s are unethical. If minimum wage employees ask for help or proper salaries, the McResource phone line provides the advice of getting food stamps. The McResource website states that employees should divide their food into small pieces while eating, so that, they have the feeling of eating more food. The website also advises employees to get cash refunds on gifts that have not been opened and to stop complaining. The site states that complaining results in 15% increment of stress levels, and hence, should be avoided (Neville, 2013). These practices, advices and statements of McDonald’s have been criticized heavily and the company was forced to shut down the McResource website. These incidents have created a lot of negative publicity for the company and have damaged its reputation (Rabaglio, 2011).

麦当劳公司是世界上最大的连锁快餐店，总部设在美国。它直接或通过特许经营管理其子公司。麦当劳餐厅遍布世界各地（全职员工约43.8万人），已成为所谓全球化、快节奏生活方式和现代消费主义最知名的象征之一。该公司最近面临的一个道德问题是对其雇佣行为的批评。2013年8月5日，《卫报》发表了一篇报道，称英国麦当劳90%的员工签订了零时工合同。零时合同是指没有规定任何工作时间表或正常工作时间的合同。没有义务提供工作或报酬，公司可以让员工在“随叫随到”的系统中工作。因此，根据这份合同，麦当劳可以严格按照工作时间向员工支付工资。《卫报》透露，麦当劳是世界上最大的零时工雇主。零时工合同虽然合法，但被认为是不道德的，因为它们经常被用来剥削劳动力。根据快餐前进组织的一项研究，由于零工时合同，纽约所有快餐公司84%的员工的工资低于他们应得的工资。在2007年至2011年期间，美国快餐业的员工不得不从公共援助方案中获得价值70亿美元的帮助，因为他们的低工资无法帮助他们养活自己和家人。根据《快餐前进》的研究，麦当劳的一些雇佣行为和人力资源管理行为是不道德的。如果最低工资员工寻求帮助或适当的工资，McResource的电话线会提供获得食品券的建议。McResource网站指出，员工在吃饭时应该把食物分成小块，这样他们就有吃更多食物的感觉。该网站还建议员工对未打开的礼物获得现金退款，并停止抱怨。该网站指出，抱怨会导致压力水平增加15%，因此应避免。麦当劳的这些做法、建议和声明受到了严厉批评，该公司被迫关闭了McResource网站。这些事件给该公司造成了大量负面宣传，并损害了其声誉。

Q2. Report on how McDonald’s can improve the ethics of their operations whilst meeting objectives and ensuring good employee/employer relationships:报告麦当劳如何在实现目标和确保良好的员工/雇主关系的同时提高运营道德

McDonald’s can solve this ethical issue and improve its operations by opting for ethical employment and HRM practices. It can avoid zero hour contracts and have full time employees who are paid adequate salaries (Rabaglio, 2011). In order to accommodate the increased expenses, it can reduce the number of employees. Presently, most employees work on an hourly basis, and hence, do not have any liability to work complete shifts of fixed duration. With fixed shifts of 8-9 hours, even a reduced work force can provide high quality of work performance and the overall productivity will not be affected negatively. Also, adequate salaries will improve the relationship between management and employees and the morale and motivation of workers will improve. This will increase efficiency. The company should also make a strict clause to avoid child labour. Finally, in order to incorporate part time workers, the hourly payment option should be replaced with half shift options of 4-5 hours. This can be ideal for students (Marras, 2011).

Q3. Suitable ethical code:适当的道德规范

A suitable ethical code for McDonald’s would involve the following policies:麦当劳合适的道德准则包括以下政策

Child labour should be banned strictly 应严格禁止童工 

Full time employees should be paid adequate salaries with respect to their job roles and zero hour contracts should abolished 应向全职员工支付与其工作岗位相关的足够工资，并废除零时工合同

Work schedules should be established in well defined shifts 应在明确的轮班中制定工作时间表

Employee needs should not be neglected (Idalberto, 2012).员工需求不应被忽视。

References:参考文献

Anzalone Liszt Grove Research & Fast Food Foreward. (2013). New York’s Hidden Crime Wave. USA: Wage Theft and New York City’s Fast Food Worker.

Gil, A. (2012). People Management. Focus on Desktop Professional. Sao Paulo: Atlas.

Idalberto, C. (2010). People Management: the new role of human resources in organizations. Rio de Janeiro: Campus.

Idalberto, C. (2013). People Management. Rio de Janeiro: Elsevier.

Klein, J.G., & Smith, J. (2004). “Why We Boycott: Consumer Motivations for Boycott Participation.” Journal of Marketing, 68 (3): 92-110.

LeClair, D.T., Ferrell, O.C. and Fraedrich, J.P. (2012). Integrity Management: A Guide to Managing Legal and Ethical Issues in the Workplace. Tampa, Florida: University of Tampa Press.

Maignan, I., Ferrell, O.C. and Ferrell, L. (2010). “Corporate Social Responsibility and Marketing: An Integrative Framework.” Journal of the Academy of Marketing Science, 32 (1): 3-19.

Marras, J. (2011). Human Resource Management: from operational to strategic. London: Futura.

Merritt, A. (2011). “N.J. AG Sues Blockbuster Over Ads.” Philadelphia Business Journal, February 18, 42.

Neville, S. (2013). “McDonald’s ties nine out of 10 workers to zero-hours contracts”. UK: The Guardian.

Phillips, C.F. (2011). “Some Theoretical Considerations Regarding Fair Trade Laws.” Journal of Marketing, Vol. 3, 242-250.

Rabaglio, M. (2011). Competency Management – Tools for attraction and attracting human talent. London: Thorsons.

Coursework也同时报告了麦当劳可以通过选择符合道德的雇佣和人力资源管理实践来解决这一道德问题并改善其运营。它可以避免零工时合同，并让全职员工获得足够的工资。为了适应增加的开支，它可以减少员工人数。目前，大多数员工按小时工作，因此没有任何责任完成固定时间的轮班工作。固定轮班8-9小时，即使减少劳动力也能提供高质量的工作表现，整体生产力也不会受到负面影响。此外，充足的工资将改善管理层与员工之间的关系，员工的士气和动力也将得到提高。这将提高效率。该公司还应制定一项严格的条款，以避免使用童工。最后，为了纳入兼职工人，小时工资选项应改为4-5小时的半班制选项。这对学生来说是非常理想的。本站提供各国各专业留学生Coursework范文以及Coursework写作指导服务，如有需要可咨询本平台。