Can Ethics Be Used to Develop Effective Brands - Research Proposal Example

Can ethics be used to develop effective brands? A study using Butlers Chocolates Table of Contents 1.0 Introduction 3 1.1 Background 3 1.2 Project Research Problem 4 2.0 Study Focus 6 2.1 Research Questions 6 2.2 Significance of the research 6 3.0 Completion Schedule 8 3.1 Research Stage 8 3.2 Draft Stage 9 3.3 Review Stage 10 3.4 Final Stage 11 3.5 The Complete Gantt Chart 12 1. Question 1 13 2. Question 2 14 3. Question 3 15 4. Question 4 16 5. Question 5 17 References 18 Charts Chart 1 Gantt Chart Research Stage 9 Chart 2 Gantt Chart Draft Stage 10 Chart 3 Gantt Chart Review Stage 10 Chart 4 Gantt Chart Final Stage 11 Chart 5 Gantt Chart Complete 12 1.0 Introduction This dissertation proposal will present information concerning the topic “Can ethics be used to develop effective brands” that will use Butlers Chocolates (2013) of Dublin Ireland as the subject company. As shall be further explored in this proposal a brand is a complex relationship of elements that include identity, image, equity, awareness, the various brand elements (such as logo, slogans, name, and other areas) (Aaker, 2011) along with trust which represents components where ethics come into play (Brunk, 2010). In today’s era of increased corporate scrutiny by the public, consumer advocacy groups and the attention of governments concerning varied corporate scandals such as Enron, WorldCom, and Parmalat (Carson, 2003) makes the examination of ethics in branding a timely and apt subject. Branding represents a mixture of market and consumer experience with a product, along with what is being promised (ethics) (Lair et al, 2005). The above is a simplistic summary of a complex subject that will be explored in this dissertation proposal. 1.1 Background Butlers Chocolates is a family-owned company that has been in business for 81 years and employs over 250 people (Butlers Chocolates, 2013). It is located in over 35 countries and sold in 50 airports throughout the world (Butlers Chocolates, 2013). Butlers Chocolates makes luxury chocolates in the handcrafted tradition which are attractively packaged using high-end materials and design (Longman, 2011). The company’s products are positioned in high end specialty stores internationally along with company owned outlets (Longman, 2011). Products are priced affordably at $15 to $30 in packages that are part of its extremely broad assortment of confectionary items (Mostly Chocolate, 2012). In terms of market positioning, it needs to be understood that luxury items carry a higher level of expectations on the part of consumers (Vickers and Renand, 2003). The heightened degree of competition and scrutiny that accompany a luxury product means consumers pay more attention to the manner the company conducts all phases of its business (Knox, 2004). In terms of branding, it needs to be remembered the approach a company takes to conducting varied branding components (identity, image, equity, awareness, and other brand elements) are held to a higher standard and tend to be scrutinised more (Beverland and Farrelly, 2010). It needs to be remembered that companies which failed to align their ethical principles with branding have seen negative repercussions (Page and Fearn, 2005). The problems that result from missteps in terms of ethical issues that are not aligned with branding efforts is indicative of problems within the leadership and culture of a company (Werther and Chandler, 2005). Blockbuster in the United States suffered negative backlash over its late fee policies that were not in honoured in all stores despite this representing a part of its branding differentiation (Duncan, 2005). Dasani, a division of Coca-Cola, is another example of misaligned branding and ethics (Dupree, 2007). The brand advertised and promoted itself as ‘pure bottled water’ when in Britain it used treated tap water (Christopher and Gaudenzi, 2009). The ethical issues in terms of how the company approaches the varied facets of branding (identity, image, strategies, trust, and other elements) (Balmer and Greyser, 2006) are important in terms of a company meeting and keeping its promise to consumers. This represents product value, satisfying consumer expectations and adhering to the principles of Corporate Social Responsibility (CSR). This area (CSR) has become an important aspect of corporate operations as it embodies conscience, citizenship and responsible business practices (Lindgreen and Swaen, 2010). 1.2 Project Research Problem In terms of the research problem, it is stated as ‘how does adherence to ethics aid in the development of effective brands’. Whilst this is highly similar to the topic heading, the difference lies in that fact the underpinnings of the topic has been changed to a statement that reflects the fact that ethics are a part of an effective brand. This is a result of the fact that corporate social responsibility has become inculcated as a recognised facet of corporate operations that represent the aforementioned corporate conscience, citizenship and responsible business practices (Lindgreen and Swaen, 2010). The number of corporate scandals concerning ethical principles has become a regular occurrence (Carroll and Buchholtz, 2011). The violation of numerous safety regulations by Southwest Airlines in 2011 resulted in the carrier being fined $10.2 million (Ethics Discovery, 2011). Considering the airline brands itself as “A symbol of Freedom” and “You are now free to move about the country” (ThinkSlogans, 2012), the long list of safety violations betrayed the trust the airline sought to establish. The issue, meaning research problem, as it applies to Butlers Chocolates entails reviewing the past and present actions of the company to ascertain the extent of its ethical behaviour in terms of its brand and corresponding effectiveness of brand-related actions. As a confectionary company, the principal promise of Butlers Chocolates is contained in its slogan “Purveyors of Happiness” (Butlers Chocolates, 2013). 2.0 Study Focus 2.1 Research Questions In order to develop the research problem, the following research questions will be explored. a. How do ethics help to shape corporate culture and CSR policies to result in a customer oriented approach to building truthfulness in operations? b. What extent do consumers consider the reputation of brands in their decision-making process? c. Why is the building of brand identity, image, and trust an important component in the marketing, sales and performance process? d. How have Butlers Chocolates approached its branding and ethical areas in terms of enhancing the company’s reputation and image in consumer minds? The above questions have been formulated to provide a basis for investigating the research problem. It needs to be understood this exploration seeks to understand the link between ethics and the development of effective branding. From a research standpoint, the subject matter can tend to be subjective unless historical examples concerning ethical missteps concerning branding are uncovered. This approach has been used to provide a broader view of the impact ethics have on branding and to also minimise potential subjective connotations. 2.2 Significance of the research The number of potential choices open to consumers means the impression and image of products have taken on increased importance (Carrigan and Attalla, 2001). This means the reputation and standing a brand has in the marketplace becomes an important marketing and selling point for new customers who are thinking about trial, along with retaining current patrons (Carrigan and Attalla, 2001). In terms of understanding, Kapferer (2012) explains that a brand (or branding) represents the process of creating a unique image and identity in consumers’ minds concerning a product or service to establish differentiation and create a distinct market presence and positioning (Kapferer, 2012). In further delving into the significance of this proposed dissertation, Gustafsson (2005) poses the discussion of ethics in the branding context. Trust is built by a company’s long term commitment to value, customer satisfaction, delivering on consumer expectations and the belief the products represented by the brand will continue to deliver on these attributes in the future (Brady et al, 2005). The above is a contextual explanation to the significance of the research. The explanation of branding and trust provide insights to understand the manner ethics fit into this complex equation. It is an important contemporary subject when one considers the recent volume of corporate scandals that have violated consumer trust in brand promise delivery as evidenced by the examples of Blockbuster, Dasani and Southwest Airlines. 3.0 Completion Schedule In terms of use, Maylor and Blackmon (2005) advise the Gantt Chart method is a graphical representation concerning the varied elements comprising a dissertation project that reveals the time frame needed for each phase. One types of approach employ the use of colours to show how the varied tasks intertwine in a time phase system that shows the start and end dates of different segments (Maylor and Blackmon, 2005). The tasks presented represent the research, draft, review and finalisation stages. 3.1 Research Stage This consists of the following colour coded stages: 3.1.1 Task 1 This stage consists of the search for literature sources using the library that has been set at one ½ weeks. 3.1.2 Task 2 The search of electronic sources will be conducted during this stage, with the time frame set at two weeks. 3.1.3 Task 3 The above Tasks will be combined here to search for missed information. The time frame is estimated to be 1 week. Chart 1 Gantt Chart Research Stage (in weeks) 1 2 3 3.2 Draft Stage 3.2.1 Task 1 This one week time frame will encompass a review of reading materials to ensure they address the research questions. 3.2.2 Task 2 Two weeks are allocated for the development and refinement of the outline and ensuring the needed research has been gathered. 3.2.3 Task 3 One week is allocated for revising the outline segment. 3.2.4 Task 4 This three week period will be devoted to the first draft. Chart 2 Gantt Chart Draft Stage (in weeks) 4 5 6 3.3 Review Stage 3.3.1 Task 1 A one week period is allocated for reviewing and editing the first draft. 3.3.2 Task 2 A second review of the draft will be conducted to catch errors. The time frame is estimated as 1 week. 3.3.3 Task 3 The final draft review period is estimated at 1 ½ weeks. Chart 3 Gantt Chart Review Stage (in weeks) 7 8 9 10 3.4 Final Stage 3.4.1 Task 1 A period of 1 week is allocated for a third and final draft review and editing. 3.4.2 Task 2 A time frame of 1 week will be devoted to finalising the project. Chart 4 Gantt Chart Final Stage (in weeks) 11 12 3.5 The Complete Gantt Chart The following is a visual representation of the total schedule: Chart 5 Gantt Chart Complete (in weeks) 1 2 3 4 5 6 7 8 9 10 11 12 1. Discuss the key elements of the purpose statement for a research project and explain the reason for having a project purpose. A purpose statement sets forth in clear and concise terms the reason a study is being conducted (Bloomberg and Volpe, 2012). It stems from the problem statement that is a description of the issues which need to be addressed by attempting to find the solution to a problem (Glatthorn and Joyner, 2005). The key elements in the creation of a problem statement represent having an in-depth understanding of the subject as the means to develop a clear vision and understanding of the core issues (Glatthorn and Joyner, 2005). This is imperative for the purpose statement as the problem represents something that is to be solved, and the purpose addresses it (Bloomberg and Volpe, 2012). In developing the purpose statement Baron (2008) advises there are key elements to be considered. He states it is important to identify if the study is either quantitative, qualitative or comprised of a mixed method approach using both elements. Baron (2008) adds it is important to identify a research method that is appropriate to the problem and purpose statement. The third element entails understanding and then identifying all of the research variables connected to the study (Baron, 2008). Lastly, he advises identifying if you are seeking to uncover significant relationships or correlations. Once the purpose statement has been written, the remaining tasks become easier. The project purpose provides the reader with the reason the work has been undertaken (Bell, 2010). The purpose statement helps to accomplish four key areas. The first represents engaging the researcher so that they become more interested in the project (Bell, 2010). It also keeps one from becoming overwhelmed regarding the wealth of information that might be uncovered (Bell, 2010). The project purpose is an aid for the development of the thesis statement, and having a grasp on the project purpose saves time and with effort (Bell, 2010). 2. What is the purpose of a literature review and how is it linked to data collection and the research methodology? The purpose of the literature review is to gather relevant information from secondary sources that assist with the establishment of a theoretical framework concerning a topic area (Boote and Beile, 2005). As a result of the search for information concerning relevant terms, definitions, terminology, data or statistics, a literature review is an educational exercise that contributes or adds to the researcher’s field of knowledge (Boote and Beile, 2005). The range of relevancy concerning the benefits of a literature review also extends to the identification of varied models, theoretical applications, and case studies that are aligned with the topic under investigation (Mjor and Toffenetti, 2000). The overview and details provided by the literature review include, in most instances, relevant information, statistics or other data on the company or subject matter that provides a broad range of views from differing sources (Da Silveira et al, 2001). The type of research, in terms of what it seeks to uncover, frequently uses data collection as a component (Robson, 2002). The link of the literature review to data collection is that it searches for statistics or sources that provide detailed information to confirm figures or historical information. This is gathered, in the instance of public companies, from annual reports, qualified industry statistical sources or government databases (Robson, 2002). The literature review and data collection are linked to the research methodology by the selection of the philosophy best suited to conduct the study. Under a qualitative and quantitative approach Thomas (2003) argues the use of both add balance and objectivity. Carsen et al (2003) explain that a qualitative dissertation looks at how theory can be assessed to arrive at a better understanding of the information that has been gathered. In terms of statistical data, Creswell and Clark (2007) state a key strength of quantitative research is that it relies on the use of information gathered in the literature review. The three elements forming the context of this question are guided by the methodology selected for the research that guides the search for sources which ultimately helps to point the way to data collection. Without an extensive and well-conducted literature review, the subject under study will lack the needed exploration of pertinent information, along with supporting and opposing points of view that are imperative in seeking the truth. 3. Compare and contrast the case study and the action research methodologies focusing on the key stages of each method. In responding to this question, the answer lies in first understanding the individual components are the path to developing the whole. A case study represents an exploratory, explanatory or descriptive analysis or assessment of an event, or other area (Yin, 2009). Case studies can be retrospective, meaning the criteria for case selection is based on a historical approach, or they can be prospective (Yin, 2009). Under the later, the criteria are established first, then the cases that fit the criteria are included as they develop (Yin, 2009). In providing a definition of case studies Gerring (2007) advises they are the analyses of varied events, periods, institutions, persons, ideas, and other groupings which are studied holistically. In adding to this, Gerring (2007) states the foundational case in a study provides the object or core that defines or sets the parameters the case study will conducted by. Kemmis et al (2004) advise that action research is put into motion or initiated as a means to find a solution to a problem that needs to be addressed immediately. It can also be conducted reflectively through what is termed as a progressive problem-solving approach using teams working on segments to piece the problem together (Kemmis et al, 2004). Action research differs from the case study method as the latter uses events that have transpired whilst action research is the process of developing and creating (Brydon-Miller et al, 2003). An individual using the case study method will use and review action research at a later date as it innovates and is on the front line of developments. 4. What are the differences between primary and secondary data collection? Explain the approach that is required to analyse and interpret data that is collected either by primary and/or secondary data collection. Primary data collection is similar to action research because it represents an active data collection technique rather than a passive one. In order to engage in primary data, collection one needs to be engaged (to a degree) (Polkinghorne, 2005). Primary data is used when the conduct of a study or examination calls for first-hand information represented, or when secondary data is either outdated, not specific enough or does not exist for the parameters being researched (Polkinghorne, 2005). It is a first-hand technique involving interaction with the selected response or target field. Secondary data collection can be accomplished at any time as it is passive because it uses data that has been compiled by others. This means it can be used in the form it appears, or it can be organised into new calculations and combinations (Daas and Arends-Toth, 2012). As a means of illustration, primary data becomes secondary data after it becomes available to others. The analysis of primary and secondary data can utilise the same methods. These can be as simplistic as straightforward percentages, or in a form that allows for illustrating results using charts or graphs (De Leeuw, 2005). The numbers from primary and secondary data can be used in differing formulas or calculations (Sapsford and Jupp, 2006). The approaches to the analysis and interpretation of primary and secondary data are as varied as the number of numerical analysis approaches needed to correlate the information (Boslaugh, 2008). The approach to analyse or interpret data is dependent on what one is seeking to uncover and the information being sought (Boslaugh, 2008). The advantage of primary data collection is that the method can be designed to ensure the needed numbers for later calculation are compiled by designing the approach to gathering the information needed (Boslaugh, 2008). Under secondary data, if what is being sought is not in the form or numerical sets needed, then steps have to be performed in order to derive the numerical calculations or inferences being looked for (Boslaugh, 2008). . 5. Explain the key elements of the conclusion and recommendations for a research project. How are these sections connected to the literature review and the analysis and interpretation areas of the project? The conclusion is a reaffirmation of the thesis statement that also discusses the varied issues brought forth under the literature review (Bloomberg and Volpe, 2012). This information is synthesised in the analysis and interpretation segments (Bloomberg and Volpe, 2012). The conclusion is the section of the dissertation that represents the beliefs culled from information and evidence gathered in prior segments (Bloomberg and Volpe, 2012). The conclusion is the culmination of the research findings and analysis that is synthesised to share with the reader what the writer understands to be true (Garson, 2001). The prior sections of a dissertation serve to contribute to the end result, the conclusion, and when called for the recommendations (Garson, 2001). The dissertation is an endeavour that starts by determining what is going to be done which sets the parameters for the literature review to search for and uncover the needed information using the research methodologies as the guidelines that direct the search for relevant information (Glatthorn and Joyner, 2005). The purpose of the conclusion is to integrate the issues brought forth at the inception of the project and to comment on what has been found (Glatthorn and Joyner, 2005). Other elements represent answering the research question, identifying the limitations of the study and to provide direction for future research. As can be seen from the above, the recommendation is fed by the same process as the conclusion, but to a different end. 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