Business Case

Alan Malachovski's article tell us about evolyuschii in business for very interesting in his article "Morality and competitive advantage," where he tells what evolutionary Paradigm and how the business world often turns a blind eye to the moral justifying phrase - survival of the fittest.

Alan Malachowski's theory of The Evolutionary Paradigm has been interpreted amongst evolutions test for survival. The test measures how the most competitive business is bound to succeed the weakest organization within the trials of the marketplace. Evolution dictates how society will view companies that have a competitive advantage as being better than others within the same business line. When new competitors appear, the competition forces a company to either improve or become extinct and through this evolutionary idea, it was believed that in order to be a successful business in today's market, you have to evolve and do whatever necessary to succeed. Malachowski's view on the evolutionary paradigm sheds light on the how business' use their evolutionary beliefs to oversee, if not, completely ignore moral behavior. Moral competitive behavior should drive all businesses to develop strategic marketing and advertising skills with the goal to surpass its competitor and create a niche for its services and products.

A healthy rivalry can generate consumer interest for the product and services offered due to the competition between businesses. This usually produces publicity and it can generate a more perceived need or desire. A key element to rise above the competition is to provide high-quality service and putting the consumers' needs first. Competition can be effectively combated by emphasizing on how different and exclusive the features of the business products and/or services are. By stating how you are different from a widely known competitor, you can often more easily express your differentiation.

Alan Malachowski focuses the morality and competitive advantage in three key issues: The Nature of Business, Special Moral Responsibilities and Moral Character. According to the evolutionary viewpoint, the Nature of Business should be left to evolve in their own style in line with their intrinsic competitive capacities. Conversely, the author stresses that such moral constraints causes the business world to act selfishly and restricts an entity from achieving its potential within the competitive environment. When a company adapts ethical considerations, consumers, suppliers and communities are more likely to incline towards the business and consequently, the moral function of a company aids as a profitable increase since their products and services are beyond the matter of just doing what is right. Malachowski's theory on the Nature of Business believes that moral considerations can potentially improve a business in a competitive advantage because it earns the trust and collaboration of the stakeholders and disagrees with the past beliefs that a company will naturally evolve based on a given situation when it arises.

The next of Malachowski's issue is the Special Moral Responsibilities. An entity is morally responsible for an injury if they caused it and they knew what they were doing, or if they could have prevented it. During the last twenty years or so, there are a number of companies that have been held morally responsible in the eyes of the public for injuries that their suppliers have inflicted on some third party. Companies in the apparel industry, toy manufacturing, electronics assembly, and pharmaceutical industry, have been perceived as accountable to the mistreatment of their suppliers, although they have not been directly involved. Even if many companies try to prevent injuries by doing onsite inspections, many times a product miscarry its intention, causing harm to the consumer. Under these circumstances, it is the organizations responsibility to recall the manufactured product and reimburse the clients expense. Again, by doing so, stakeholders consider the business practice morally responsible.

Malachowski's final point is the Moral Character and the moral significance of their organizations. The Evolutionary Paradigm believes that greed and self interest can produce a financial outcome and competitive advantage in the marketplace. Moral character is considered a disadvantage as it misleads to poor productivity. However, Malachowski considers the concept of moral character positively as it can imply a variety of attributes such as loyalty, integrity and honesty. From the perspective between business practice and moral character, society views this relationship as the primary cause of performing good or bad acts, as each act requires a triggering cause responding to external circumstances, normally in the form of a sense-impression. If a business is unmoral and solely seeks benefits without considering the human character, then this action may ultimately influence people's personal lives as well.

As a final point, I agree with Alan Malachowski's key issues on morality and proper ethics in the business competition because when a company adapts an acceptable moral performance, such conduct gains my conviction that the entities goods and services are credible, safe and dependable. Companies that strive to engage in moral ethics and behavior benefit from a good corporate reputation and hence, create a reputable status, and this in turn, increases their competitive advantage by achieving the support of stakeholders in time of controversy. The organizations also benefit from the value in the marketplace and the consumers' preference of doing business with them, even though other companies' products are available at a comparable cost and quality. If an organization is well recommended by a main customer, potential customers and suppliers will be more inclined

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