1. What role do you think this industry leader should play in encouraging safer use of their smartphones?
2. With the negative perspective Derek has about the use of smartphones while driving, should he be released from his position as the marketing manager?
3. How ethical and socially responsible are the opinions of Olivia and Raphael about the advantages of smartphones in society?
SOLUTION
1. Millions of people are so enamored with smartphones that they regard any criticism of these devices as being frivolous or old-fashioned. Yet a believer in corporate social responsibility would argue that a company has a major responsibility to society to encourage the safe use of its products or services. Such a proactive approach can also ward off criticism. Several beer companies take the approach of advising consumers to “drink responsibly.”
2. A positive perspective here is that in the long range, Derek’s concerns about drivers being distracted while using smartphones might help both the company and the industry. Should driving accidents continue to increase because of smart phone use, the backlash against distracted driving is likely to increase. Another possibility is that smartphone uses might have to pay more for automobile liability insurance.
3. Olivia and Raphael appear to be blinded by their enthusiasm for the role of smartphones in society. It is fine to be a champion for company products. A strategic thinking leader, however, should take a more balanced view and look at the advantages and disadvantages of its product and services. The company in question might want to prevent the smartphone industry from having to publish warning labels of potential negative side effects, such as done by pharmaceutical companies.