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Here is the tobacco case study for the marketing ethics discussionSenior Executives Caught in the Ethical Cross HairsShareholder Loyalty or Social ResponsibilityCase Development Shelton S Bridges IV Stephen M MountsYou shall not bear false witness against your neighborFor at least 3400 years and probably much longer scholars philosophers theologians and others have pondered the question of truth What is truth Can the whole truth ever be known What is a lie Is it ever acceptable to tell a lie Are some lies worse than others What are the characteristics of a lie Why do people tell liesIn this case the above questions are explored and examined Of course it is impossible to completely cover such ancient and weighty issues in a case study so we have limited our exploration to relatively few topics In this case we look through the business lens emphasizing the impact of truth and lies on business and the corporate world Among the issues explored in this case are lying to the government the public and competitors justifications and excuses for lying and whether lying is ever acceptable To more clearly illustrate the issues and to stimulate critical thought we look objectively at the conduct of the US tobacco industry in the years prior to 1999 with special emphasis on the congressional hearings of 1994 and 1998THE TRUTH THE WHOLE TRUTH AND NOTHING BUT THE TRUTHAny serious discussion of lying must begin with at least a cursory consideration of truth After all without truth there can be no lies But we must also recognize an ultimate fact from which humans cannot escape the whole truth can never be known limited as we are by our intellect and senses Perhaps it is safest to start with the premise that lying at least from a human point of view depends on ones intent Since the whole truth cannot be known truth as we know it requires that there be no intent to
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