Đạo đức thật và Đạo đức giả

Blog nay viet tiep tu cam hung cua bai viet truoc do “Gia khong bo, nho khong tha”. Toi co de cap hai khai nhiem Ethics va Corporate Social Responsibility – CSR, nay chia se them vai y.

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That ra trong thoi buoi lam an kinh doanh kho khan ma lai di noi ve van de nay thi cung hoi “ranh”, nhung ro rang mot moi truong kinh doanh dang o muc “giao thoi” nhu o Viet nam thi chuyen Dao duc kinh doanh hay Trach nhiem xa hoi cua doanh nghiep co nhieu cai de ban.

Truoc het, Ethics la gi? Trong Ethical Marketing Decisions cua Allyn va Bacon, dinh nghia ve Ethics nhu sau: “Ethics are the moral principles and values that govern the actions and decisions of an individual or group“. Trong dinh nghia nay theo toi, co mot tu rat quan trong do la . . “govern“, hieu don gian la “dan den, dua den”, con hieu kieu binh dan la “dua day”.

Cung tu khai niem govern nen moi phat sinh cai goi la ethical dilemma, su tien thoai luong nan hoac tinh trang kho xu ve dao duc. Noi cho de hieu hon la con nguoi ta khi lam dieu gi do khong phai thi cung phai tran tro toi tran tro lui (vi van de dao duc), va sau cung se phai dut khoat di toi mot quyet dinh, hoac doi khi “bi dua day den mot quyet dinh.

Ma tran sau day cung voi cac vi du ben duoi se giai thich ro nhat cai goi ma toi goi la la “su dua day” khi quyet dinh cac van de co dao duc kinh doanh: 
1. Ethical and legal,
2. Ethical but illegal,
3. Unethical but legal, va
4. Unethical and unlegal.

Tat nhien, truong hop 1 thi khong co gi de ban, qua chuan va toi khong biet co bao nhieu cong ty thanh thien va “dao duc that” den nhu vay.

Truong hop 2 se roi vao nhung truong hop la “em lam an chan chinh, nhung khong ngo lai . . .pham luat” hoac “em that su lam an chan chinh nhung vi ly do nao do, em phai pham luat”. Vi du sau rat buon cuoi, chi ban lam Bac si khoa noi than voi toi khi gia han giay phep kinh doanh, ngoai nhung giay to ve chuyen mon chi ay con phai xin cho bang duoc giay chung nhan an toan phong chay chua chay cho phong mach 9m2, va dac biet phai xin cho duoc giay chung nhan dam bao an toan moi truong??? Tat nhien, sau khi xong day du, phong mach van hoac dong nhung chang can co cai binh chua chay nao va cung chang co he thong xu ly nuoc thai nao (vi co thai cai gi ra dau ma xu ly).

Truong hop 3, day dung la dao duc gia khi ma nhung hoat dong kinh doanh sai trai tren ly thuyet van dung luat hoac lach duoc luat. Vi du dien hinh toi da neu trong blog truoc do la truong hop cua cac doanh ngjiep quang cao tren Phieu be ngoan. Mac du, Cuc Canh Tranh dang dieu nghien de xu phat, nhung khi khung phap ly con long leo thi khong the ghep toi cac doanh nghiep nay la canh tranh khong lanh manh.

Hien nhien, khong nen bo sot hai truong hop dinh dam trong vua qua, do nghi an lo gia, loi that cua Coca Cola va Adidas Viet nam. That kho ma tin duoc hon 10 nam qua ma ho lo van lo, lo ma van xin mo rong kinh doanh. Tat nhien, con mot goc khuat nua, co dong chi co quan thue phu trach nao “giup” ho khong, thi cau tra loi de moi nguoi tu nghi.

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Truong hop 4, khoi phai noi dai dong them. Toi chi nhan manh them mot y la: nhieu doanh nghiep loai “vo dao duc va vo phap luat” (hoac theo cach no cua cac bai bao nuoc ngoai, ho duoc goi la “Nhung Ke Noi Doi Vi Dai”) nay nhieu khi truoc do da mang mot vo boc dao duc rat that cho den khi cai toi te nhat duoc khui ra. Ho lam du tro de moi nguoi ca ngoi ho va sau do se la mot su sup do day bat ngo. Tren the gioi khong it cac cong ty loai nay, bai hoc cua Enron, Arthur Andersen, Worldcom, v.v van con nguyen gia tri dau don cua no.

Vay, van de cua Ethics chinh la nen tang cho CSR. Va co nhieu nguoi khong ro ve hai khai niem nay: mang tinh tuong ho voi dac thu Ethics dan dat cach lam cua CSR. Anh lam an chan chinh, co dao duc, thi it nhat khi anh lam CSR, du co y do quang ba, hoac danh bong ten tuoi, van duoc xem la mot hanh dong sach. Nguoc lai, cay kim trong boc cung co ngay loi ra, moi no luc CSR se khong the che dau mai cai dao duc gia cua minh.

Van de CSR se con dai, hen mot bai viet khac. Ket bai nay ve mot vi du “kinh dien” cho cai level cua mot vi Truong phong Marketing su dung PR lam CSR. Co ta thay mat cho mot cong ty bao hiem nhan tho di tang qua cho mot gia dinh ngheo. Hien nhien, phai chup lai vai tam anh lam ky niem va dang bao. Trong anh, co ta chup hinh chung voi gia dinh ngheo do, mieng cuoi rat tuoi, va tay thi mang mot cai tui xach Louis Vuitton, hang fake moi chet chu.

Posted by HMT

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