Benetton Brouhaha - Is Benetton’s Approach to Advertising as Depicted in “Benetton Brouhaha” More Strategic or Structural in Nature?
3761 WordsApr 7, 201116 Pages
Marketing 601 Assignment 1 Benetton Brouhaha
Is Benetton’s approach to advertising as depicted in “Benetton Brouhaha” more strategic or structural in nature?
The purpose of this paper is to practice critical thinking by applying elements of reasoning to the article “Benetton Brouhaha”. The question I will answer: “Is Benetton’s approach to advertising as depicted in the article more strategic or structural in nature?” I will approach this question by applying critical thinking concepts with an eye to the established Elements of Reasoning as they apply to the case. I will analyze the “Benetton Brouhaha” by looking at concepts, theories, definitions, axioms, laws, principles, and models; specifically by applying…show more content…
To put it in another way; as society expects more from corporations, the activities from the frontier quadrant, those that companies do to be socially responsible above and beyond what they are required to do, shift to the lower foundation quadrant and become norms and laws. It’s important to note that activities in the instrumental-civil foundation add to shareholder and stakeholder value.
The top two quadrants of the matrix are called the strategic and structural frontiers. Taken together they comprise the upper level and are called the frontier-intrinsic or voluntary activities. Activities here are defined by Martin to be those that have a negative or not immediately apparent positive effect on shareholder value. He goes on to say that activities in the strategic quadrant may increase shareholder value and become instrumental (move to the choice quadrant of the foundation) by generating positive reactions from customers, employees, or legal authorities. It’s important to understand that actions in the upper-left strategic quadrant are by choice of corporation management as part of profit-making strategy. Over time, these socially responsible activities can move to the civil foundation as other companies imitate the actions and as customers come to expect the behavior as it becomes the norm. It’s important to