Scenario:
Like tobacco firms insinuate themselves into mmoricomm-unities by sponsoring ethnic events and organizations, and hiring ethnic employees to work for them. The Hiram Walker company which designated 10 percent of its total media advertising to blacks, supported the 100 Black
Men of America (an organization that is made up of professionals who are dedicated to helping ,inner-city youth), the National Caucus of Black Aged (an advocacy group that provides homes or the aged), the United Negro College Fund, and the National Association for the Advancement of Colored People. In addition, the company established the Hiram Walker Foundation, dedicited to the support of minority education, particularly in the food service and retail industries (Pomeroy, 1992). Coors has been equally active in supporting events designed to appeal to black consumers. The company sponsored broadcasts of black collegiate football games, tennis tournaments, rock concerts, boxing matches, and more. And while Coors had a reputation for racist hiring policies in the mid-1980s, the company is now recognized for its diversity efforts. Heineken USA has been a longtime supporter of the Congressional Black Caucus Foundation, -working with the foundation to "develop a number of innovative programs that serve the local communities where the company's employees live and work and where its products are enjoyed: Nur relationship with the Black Caucus Foundation is founded in common goals and values; says Dan Tearno, senior vice president, Heineken USA ("Heinekin USA Celebrates; 2007). For -trample, Heineken annually awards scholarships to students pursuing careers in the perform¬ing arts, music, and related entertainment fields. Each student recognized is from a district of a Congressional Black Caucus member. Since its inception in 2000, the program has awarded more than $200,000 in scholarships. All too often, however, marketers expect something in return for their sponsorships and diversity efforts. The support of both tobacco and alcoholic beverage firms may buy the silence of minority leaders regarding the dangers of these product in their communities (Jacobson, Taylor, & Baldwin, 1993).
Using the top paragraph as background for the "situation review" quadrant of the Potter Box, complete the other three quadrants of the Box in at least 25 lines of copy for "the two competing values at stake," "application of at least two moral philosophies," and "choosing loyalties."
Here's the situation:
You are the president of an all Hispanic high school and you are having severe budget problems. Hiram Walker, Coors and Heinekin each have approached you with an offer of $10 million for your school if you allow their advertising on the school grounds. What is your response? Accept or reject? Accept with conditions? What?