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C H A P T E R 1 0 Ethics and Beyond: Corporate Social Responsibility and Doing Business in the Global Marketplace Back in the 1970s, renowned economist Milton Friedman argued that while it was important for busi- nesses to “stay within the rules of the game” and “operate without deception or fraud,” businesses did the most for society by just maximizing shareholder profits (Reason 2005). And many corporations bought into this philosophy. But much has changed in the corporate landscape over the last four decades. Increasingly, firms have recognized that it takes something more than engaging in ethical business practices and generating profits to navigate the mines of today’s global marketplace. That something is the realization that companies are beholden not just to shareholders, but also to their customers and employees, the environment, and even society in general (grow et al. 2005). Marketers must sell the message that they are “doing well by doing good” and simultaneously create high-level awareness of the connection between their brands and the social issues they support (Harris 2005). Today, more than ever, a company’s reputation in the global marketplace is related to its social, as well as its ethical, performance. BUsiNess etHics iN tHe GloBal MarketPlace Corporations and their advertising agencies are required to make many difficult decisions when oper- ating both in domestic markets and abroad. granted, numerous laws govern what can and cannot be done. However, not every issue is covered by a written rule, and even where laws exist, there...