Sunday, September 11, 2011

Chapter 3: Ethics and Social Responsibility


TAG Heuer is a company I find to be completely "ethical" in its operations. Ethics, according to MKTG 5, is "the moral principles or values that generally govern the conduct of an individual or a group". As one of the biggest wristwatch companies in the world, and one that advertises in almost every luxury magazine, TAG has little room for error. TAG Heuer, like many companies, have brand ambassadors - people who are chosen to represent their brand and "embody the corporate image in appearance, demeanor, values, and ethics". Well, for 10 years their biggest brand ambassador was Tiger Woods, a man who made a living not only on the links, but as the face of many prestigious brands. TAG Heuer did not hesitate for a second in dropping him as their brand ambassador, with CEO Jean-Christophe Babin stating that TAG had to "take account of the sensitivity of some customers". Smart move by TAG. The last thing you need is a man who committed the immoral act of adultery representing your company.
TAG Heuer, to my knowledge, has never advertised or stated anything but the truth. In regards to their product, in the case when an issue arises, they are glad to view their product in their given warranty period and return your product in the condition it should be in, or a replacement of your product. TAG is a company that will continue to prosper as they continue to do the right thing in their consumer's eyes.

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