Vol.5 No 3, 2008 pp. 217 - 227
UDC 174
MORAL DILEMMAS OF EMPLOYEES IN CORPORATIVE
BUSINESS OPERATIONS
Radenko Marić, Dragana Bolesnikov
Higher School of Professional Business Studies, Novi Sad, Serbia
radenko.maric@yahoo.com
wanja@neobee.net
Conditions imposed by modern business operations are such that moral relationship
between the company, potential customers and the public are influenced
by large number of both internal and external factors, of which the following
are significant: requirements of investors, pressure to meet unrealistic
business deadlines, profits at any price, pressure of competitors, globalization,
etc. The general thought is that business activities need to be positioned
as to offer the customers what they need, when they need it, and where
and how they need it, regardless of the means by which this goal is accomplished.
Accordingly, numerous moral theorists have begun to emphasize the importance
of morality, indicating the main problems of modern business operations:
deception with regard to product quality, avoiding to indicate the possible
harmful effects of a product, production and marketing of unsafe and dangerous
products, immoral advertisement, etc. On one end of this problem is the
moral, on the other the quick profit and earnings. We need to ask the following
questions: are the employees under moral obligation to condemn such practices,
and to prioritize the benefit of the public instead of the benefit of the
company and to induce moral panic addressed to potential customers?
Key words: Moral dilemmas, business ethics, corporate
business operations, employees, moral responsibility
MORALNE DILEME ZAPOSLENIH U KORPORATIVNOM
POSLOVANJU
Uslovi koje nameće savremeno poslovanje su takvi, da je moralni odnos
na relaciji kompanije - potencijalni potrošači – javnost pod
uticajem velikog broja internih i eksternih činilaca među kojima se ističu:
zahtevi investitora, pritisak u cilju ispunjenja nerealnih poslovnih rokova,
profit po svaku cenu, pritisak konkurencije, globalizacija, itd. Vlada
mišljenje, da poslovne aktivnosti treba da budu tako pozicionirane da
potencijalnim potrošačima ponude ono što im treba, kad im treba, gde
i kako im treba, ne birajući sredstva kako bi postigla taj svoj cilj.
U skladu sa prethodnim, brojni teoretičari morala počeli su da naglašavaju
značaj moralnosti, ukazujući na osnovne probleme savremenog poslovanja,
kao što su: obmanjivanje u pogledu kvaliteta proizvoda, izbegavanje da
se ukaže na moguće štetne efekte proizvoda, proizvodnja i prodaja nebezbednih
i opasnih proizvoda, nemoralno oglašavanje, itd. To je problematika koja
na jedan kraj stavlja moral, a na drugi brzu zaradu i profit. Nameće
se pitanje, da li je zaposleni moralno obavezan da osudi takve radnje,
da dobro javnosti stavi ispred dobra kompanije i izazove moralnu paniku
adresiranu na potencijalne potrošače?
Ključne reči: Moralne dileme, etika poslovanja, korporativno
poslovanje, zaposleni, moralna odgovornost
