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In the situation presented, SCNT found itself in a complicated situation. A sensitive topic related to the Uyghurs and their treatment in China is causing public discontent with justification. However, the goal of this group is to determine the methodology and rhetoric that should be used to effectively address this situation. There will be several essential solutions, but they all boil down to one basic rule. The solution is to imply virtue and the golden rule, and there are several important reasons for such a statement.
First, it is worth evaluating the virtue element in the context of the situation. According to various studies conducted on the subject, one can conclude that the correct wording positively affects the public (Mu et al., 2018). Proper planning of marketing strategy will allow to fully whitewash the company’s reputation. The use of social media and a variety of actions in support of oppressed minorities will have a positive effect on SCNT’s reputation. Moreover, a formal apology from the company’s CEO and an expression of extreme concern can be understandable to journalists covering the situation. Thus, one can conclude that a competent approach in the public and social spheres is the key to solving the problem.
At the same time, applying the rule is just as important. Based on the academic definitions, we can conclude that a company’s attitude towards both sides of a conflict plays an important role (Laczniak & Murphy, 2019). While the progressive public has its views, it is vital to balance their views with those of the firm’s management. Expressing a clear position on the issue will show that while there is undeniable respect for the problems of oppressed minorities, there are factors that cannot be influenced at one time. Regardless of the circumstances, this is a stumbling block that must be passed with the world community.
In conclusion, it is worth noting that the application of the two concepts mentioned above will have a significant impact on the issue positively. At the same time, the analysis of alternative solutions is also crucial since social perceptions can change over time. Such cases will give SCNT necessary experience that will allow the company to resort to a more sober assessment of the situation in the future to apply a variety of preventive measures.
References
Laczniak, G. R., & Murphy, P. E. (2019). The role of normative marketing ethics. Journal of Business Research, 95, 401-407.
Mu, J., Bao, Y., Sekhon, T., Qi, J., & Love, E. (2018). Outside-in marketing capability and firm performance. Industrial Marketing Management, 75, 37-54.
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