Harvard Case - Trek-ation
"Trek-ation" Harvard business case study is written by Bidhan Parmar, Jenny Mead. It deals with the challenges in the field of Business Ethics. The case study is 6 page(s) long and it was first published on : Feb 8, 2016
At Fern Fort University, we recommend Trek-ation implement a comprehensive strategy that prioritizes ethical leadership, transparency, and stakeholder engagement to navigate the complex ethical challenges arising from their rapid growth and global expansion. This strategy should be underpinned by a robust code of conduct, comprehensive training programs, and a clear whistleblower policy.
2. Background
Trek-ation is a rapidly growing outdoor adventure company facing ethical dilemmas as it expands globally. The case study highlights several key issues:
- Unethical Sourcing: Trek-ation's reliance on a supplier in Nepal who uses child labor and unfair labor practices.
- Conflicts of Interest: The CEO's close relationship with the supplier raises concerns about potential bias and ethical decision-making.
- Lack of Transparency: Trek-ation's internal communication and reporting on ethical issues are inadequate.
- Pressure for Growth: The company's focus on rapid expansion creates an environment where ethical considerations may be overlooked.
The main protagonists in the case are:
- The CEO: Responsible for the company's overall direction and ethical leadership.
- The Head of Operations: Responsible for sourcing and supply chain management.
- The Whistleblower: An employee who raises concerns about the unethical practices of the Nepalese supplier.
3. Analysis of the Case Study
The case study can be analyzed through the lens of Stakeholder Theory, which emphasizes the need to consider the interests of all stakeholders, including employees, customers, suppliers, investors, and the community. Trek-ation's failure to adequately address the concerns of its stakeholders, particularly the whistleblower and the employees of the Nepalese supplier, has led to a crisis of trust and reputational damage.
The case also highlights the importance of Ethical Leadership. The CEO's close relationship with the supplier creates a conflict of interest and undermines the company's commitment to ethical sourcing. This situation underscores the need for strong ethical leadership that prioritizes integrity and transparency.
4. Recommendations
To address the ethical challenges facing Trek-ation, the following recommendations are proposed:
- Establish a Robust Code of Conduct: Develop a comprehensive code of conduct that outlines the company's ethical standards and expectations for all employees, including suppliers. This code should address issues such as labor rights, fair trade, environmental stewardship, and anti-corruption.
- Implement a Whistleblower Policy: Create a clear and accessible whistleblower policy that encourages employees to report ethical concerns without fear of retaliation. This policy should include a confidential reporting mechanism and a process for investigating and addressing reported issues.
- Conduct Ethical Sourcing Audits: Conduct regular audits of all suppliers to ensure they comply with Trek-ation's ethical standards. This includes verifying compliance with labor laws, environmental regulations, and human rights standards.
- Promote Transparency and Communication: Establish clear communication channels for sharing information about ethical practices and policies with employees, customers, and stakeholders. This includes providing regular updates on the company's progress in addressing ethical concerns.
- Invest in Ethical Training: Develop and implement comprehensive training programs for all employees on topics such as ethical decision-making, conflict of interest, supply chain ethics, and data privacy.
- Engage Stakeholders: Actively engage with stakeholders, including suppliers, employees, customers, and NGOs, to gather feedback and build trust. This includes establishing a stakeholder advisory board to provide guidance on ethical issues.
- Promote Diversity and Inclusion: Foster a workplace culture that values diversity and inclusion, ensuring that all employees feel respected and empowered to speak up about ethical concerns.
- Embrace Corporate Social Responsibility: Integrate corporate social responsibility into the company's core values and business practices. This includes supporting fair trade, ethical sourcing, and environmental sustainability.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Trek-ation's mission is to provide 'adventure experiences that connect people with nature.' This mission aligns with ethical practices such as environmental stewardship and responsible tourism.
- External Customers and Internal Clients: Trek-ation's customers are increasingly concerned about ethical sourcing and sustainability. Implementing ethical practices will enhance the company's reputation and attract customers who value these principles. Employees will also be more engaged and motivated in a company that prioritizes ethical behavior.
- Competitors: Many competitors are already embracing ethical practices, making it crucial for Trek-ation to adopt similar standards to remain competitive.
- Attractiveness ' Quantitative Measures: While quantifying the impact of ethical practices can be challenging, studies have shown that companies with strong ethical reputations tend to perform better financially in the long run. This is due to factors such as increased customer loyalty, employee retention, and investor confidence.
6. Conclusion
Trek-ation faces a critical juncture in its growth trajectory. By prioritizing ethical leadership, transparency, and stakeholder engagement, the company can navigate the challenges of global expansion while maintaining its reputation and achieving sustainable growth.
7. Discussion
Other alternatives not selected include:
- Ignoring the ethical issues: This would likely lead to reputational damage, legal challenges, and potential loss of customers and investors.
- Continuing to rely on the Nepalese supplier without addressing the ethical concerns: This would perpetuate unethical practices and further damage the company's reputation.
Key assumptions of the recommendations include:
- Commitment from leadership: The CEO and other senior executives must be fully committed to implementing the recommendations and holding themselves accountable for ethical behavior.
- Employee buy-in: Employees must be willing to embrace the company's ethical standards and report any concerns.
- Supplier cooperation: Suppliers must be willing to comply with Trek-ation's ethical standards and undergo audits.
8. Next Steps
To implement the recommendations, Trek-ation should:
- Within 3 months: Establish a task force to develop a comprehensive code of conduct and whistleblower policy.
- Within 6 months: Conduct ethical sourcing audits of all suppliers.
- Within 12 months: Implement employee training programs on ethical decision-making and supply chain ethics.
- Ongoing: Continuously monitor and evaluate the effectiveness of the implemented strategies and make adjustments as needed.
By taking these steps, Trek-ation can transform itself into a leader in ethical business practices, building a strong reputation and achieving sustainable growth while making a positive impact on the world.
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Case Description
In this case, a senior business analyst at the online travel agency Trek-ation struggles with the decision of whether to pursue a potentially lucrative idea. Her innovation team had proposed revising the online pricing algorithm in order to use the cookies and other information from customers' web browser to customize pricing for flights and hotels. Although she wanted to increase revenue for the company and meet her targets, she was also concerned not only about the backlash if this tactic was revealed to the public but also, more importantly, about both the fairness of this practice and the violation of customer privacy norms.
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