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惠普是美国著名的跨国信息技术公司。它在1934年由比尔•休利特和戴维•帕卡德创立。公司名字就是从两位创造者的名字中来的。惠普已经发展成世界上最大的信息技术公司之一。在2009年末，它成为全球500强公司中的第32位；2010年，其营业收入为1181亿，成为美国前500强公司的前十名。惠普的主要产品包括打印机、数字图像和视频,软件,计算机,信息服务和其他一些信息技术产品。由于在信息技术领域相似的产品质量使越来越来的IT行业包括惠普更加注重商业道德，以此来保持客户忠诚度。本篇文章将分析有关惠普的商业道德。第一部分，它将批判性讨论商业道德的重要性,并分析其对组织的影响；然后，进行环境分析来探索所选择的组织是否意识到，是否评估和有效管理商业道德并分析其对利益相关者的影响。除此之外，本文还对惠普和其相关利益者所面临的挑战进行关键性评估。最后，本文还提出了相关意见和建议给管理者，让他们知道如何提高惠普当前商业道德，并运用合适的相关选择。
1. Introduction介绍
Hewlett-Packard Company (HP) is a well-known multinational information technology company from America. It was created in 1934 by Bill Hewlett and David Packard. The name of the company derives from the names of the two creators. HP has developed into one of the largest information technology companies in the world. By the end of 2009, it was in top 32 of the global 500 firms; and in 2010, it was top 10 in the top 500 American firms with around operating revenue of 118.3 billion dollars (Malone, 2007). The main productions of HP cover printer, digital image and video, software, computer, information service and some other information technology productions. Due to the similar quality of production in information technology field, more and more IT companies include HP pay more attention to business ethics to keep customer loyalty. The present report is intended to analyze the business ethics of HP. In the first part, it will critically discuss the importance of business ethics and analyze their impact on the organization; then it will conduct an environmental analysis to explore whether the selected organization recognizes, values, manages business ethics effectively and analyze the impact on its stake holders; besides, it will have a critical evaluation of the challenges posed by business ethics to both HP and its stakeholders; finally, it will provide recommendations and suggestions to management as to how they should improves the HP’s current business ethics approach and apply appropriate alternatives.
2. Main Body主要内容
Due to the strong competitions in the same field, more and more companies with similar level of quality transfer their attention to business ethics. Business ethics refers to the study of business situations, operating activities and determinations where issues of right and wrong are addressed. It includes morally right and wrong.. Its principals not only include commercial firms, but also cover government organizations, pressure groups, not-for-profit businesses, charities and other not-for-commercial organizations. In generally speaking, the issues that follow business ethics is subject to law. However, the situation is not always harmonious when the values of business ethics and law in conflict.
2.1. The Importance of Business Ethics of HP关于惠普商业道德的重要性
2.1.1. The importance of Business Ethics of HP关于惠普商业道德的重要性
HP conducts serials of standards of Business Ethics to regulate its employees’ actions. HP claims that any action that makes a loss to stakeholders is the action violating the business ethics (Packard, 2007). The reasons why HP pays a lot of attention to business ethics are as follows:
Firstly, the economic and political influence of HP becomes greater and greater with the improvement of its economic status. By the end of 2009, it was in top 32 of the global 500 firms; and in 2010, it was top 10 in the top 500 American firms with around operating revenue of 118.3 billion dollars(HP.com，2011). The influence of a company increase when its economy status increases. The reason is that when the economy status increases, its exposure also increases. Through the dozens of years’ rapid development, HP becomes the commercial giant in information and technology field. Therefore, its actions and operations influence the public much more than before.
Furthermore, paying attention to business ethics is the requirement from various stakeholders of HP Company. The stakeholders of company mainly include the supplier, financier, shareholders, the local community, employees and some other interested parties. The stakeholders attach great importance to HP’s business ethic as it directly influences their benefits and interests. For example, if HP had issue on the low quality of its productions, it would directly lead stakeholder to get trap into a loss of their benefits. Employees might have a lower income as the sales of HP productions decline; supplier might be replaced if the low quality caused by raw materials; shareholders might get lower shares because of the lower sales; the local community and customers would form a bad image of HP’s production, which directly leave a negative impact on spreading of HP’s brand image.
In addition, few businessmen have got formal business ethics training in current business world. Following business ethics is not forced to do like following business law, instead, it’s a moral thing that require business people to do it voluntarily. Due to being less restricted by law, companies are always regardless of it. Hence, business ethics education and training is relatively less. However, with the economy development, more and more companies own the competitive production with the similar quality; they have to focus on their business ethics to improve the brand image to get more sales and profit. In order to improve competitive force, HP should focus on its business ethics to improve its brand image and corporation influence.
Besides, violations of business ethics keep occurring. Although HP attaches great importance to business ethics, there still exist ethical violations. For example, in 2010, the international HP Company in China was got trap into the quality issue. China Central Television reported that HP’S two styles of computers which called DV2000 and V3000 own serious quality problem (Iwatani, 2011). Chinese customer required HP Company to recall the low quality computers with problems like high-temperature graphic cards, blurred screen and the splash screen. However, HP didn’t take any action to improve the situation, even worse, it denied facts. The issue irritated the Chinese customers, who appealed the issue to relevant department and asked CCTV to protect their rational rights.
Finally, following business ethics offer HP great benefits. It not only brings obvious sales prosperous to HP, but also improves the company’s brand image. A research showed that HP’s profits increased when it had a positive attitude to deal with business ethical issue, however, if it tried to conceal its unethical action by excuse, it would directly lead to a lower profit.
2.1.2. Business Ethics’ impact on HP商业道德对惠普的影响
Due to the great importance of business ethics, it directly leads to a strong impact on the organization. The influences of business ethics on HP mainly cover the following aspects: first of all, it slower the speed of HP’S globalization step. Globalization is a process that countries, companies and organizations work together disregard of country boundaries. Globalization defined as the deterritorialisation of economic activity is particularly relevant for business ethics (Coster,2010). On the one side, business ethics influence the process of the company’s globalization, on the other side, globalization brings new challenges for stakeholders of HP. Secondly, it directly has an impact on interests and benefits on stakeholders of HP. Business ethics influence sales performance of HP through affecting its brand images. The sales performances of HP directly lead impress the benefits of stakeholders. Thirdly, Business ethics influence management and operation of HP. The reason is that business ethics has been already subordinated to one of the code of conducts of HP employees. It makes a Standards of Business Conduct in which have many regulations on ethical actions of staffs.
2.2 The Environmental Analysis of HP 对惠普的环境分析
The environmental analysis of HP mainly adopts the PESTLE analysis. PESTLE includes factors of political, economic, social, technological, legal, and environmental. Through analyzing the internal environment and external environment of HP, it is more easily presented to explore whether HP recognizes, values, manages business ethics effectively work. Besides, the following report will also have an analysis of the environment impact on HP’s stakeholders.
2.2.1. The PESTLE analysis of HP对惠普的Pest 分析
Firstly, in regard with political factors, it includes domestic political influence and international political influence. As the one of the largest information technology American companies, HP has to subject to the American institutions such as taxes and business laws. Furthermore, as a well-known multinational company, HP has to confirm to the global legislative issues like trade barriers, safety standard and exchange rate. |
