TY  - JOUR
AB  - Subject area Ethical decision making, business ethics.Study level/applicability This case is applicable to MBA, EDP and EMBA courses.Case overview TOREAD, a professional provider of outdoor equipment in China, started in business by producing and selling tents. To meet market demand, TOREAD expanded its product line which ranges from outdoor durable tent products to “pan-outdoor” products including footwear and clothing. During the critical expansion phase, TOREAD was challenged by a quality problem in a batch of outsourced sandals that had been manufactured by a contracted supplier. By researching different options and going through an ethical decision making process, TOREAD made the choice of destroying all “problem sandals”. Since then, TOREAD has focused development on product quality improvement and product innovation to establish a sustainable brand image and generate social benefits. TOREAD's decision making in the critical development phase helped it to become the leader in the outdoor product industry in China.Expected learning outcomes This case may be used for courses such as business ethics and strategy. By learning this case, students can understand the process of making ethical decisions when facing moral dilemmas among corporate decision makers, employees and relevant interested parties, and learn how to make strategic decisions to balance company profit growth and social benefits in critical development phases.Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
VL  - 2
IS  - 8
SN  - 2045-0621
DO  - 10.1108/20450621211311588
UR  - https://doi.org/10.1108/20450621211311588
AU  - Chen Hao
AU  - Zheng Xiaoming
AU  - Liu Lijuan
PY  - 2012
Y1  - 2012/01/01
TI  - Ethical decision making in a critical development phase
T2  - Emerald Emerging Markets Case Studies
PB  - Emerald Group Publishing Limited
SP  - 1
EP  - 11
Y2  - 2024/09/23
ER  -