1. Why do ethics matter in entrepreneurship?
A group’s standards determine Ethicality. Ethics are formed by the dominant characteristics
valued in a group. Ethics is essential in entrepreneurship because it will determine how certain
groups view your product or services. We see a case of this in the Famous Coca-Colac
commercial. One Coca-Cola marketing directors created a specific commercial that
significantly increases revenue when selling to an American crowd. It was a poster containing
three stop motion images moving from the right to the left. The person on the far left was down
and did not look happy before drinking his coke. In the middle image, the Man opening his coke
with an exciting-looking face; then, in the third image, he drinks it, and his face looks filled with
exhilaration. When presenting this same photography to an audience in the middle east, coke
sales instantly declined. Why was this? Because in middle eastern cultures, they view images
from right to left. They saw this Man happy and thrilled with the coke, then sad and unpleasing
after drinking it. Understanding the ethics in culture can become detrimental to selling and
servicing a product.
