Integration of Faith and Learning I - Character1
Integration of Faith and Learning I - Character
Liberty University
BUSI 520 – Business Marketing Management
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Integration of Faith and Learning I - Character
Aristotle defined character as “the decisions a person makes when the choice is not
obvious.” Another well-known definition of character is the way people act when no one is
looking. Firms that have “character” tend to perform better over time. Find at least 1 Scripture
verse that is related to character and to a firm that has character.
What is Character?
In Marketing Management, Philip Kotler and Kevin Keller define character under the
marketing language as “Brand Character”. This specific term in the marketing world “represents
a special type of brand symbol – one with human characteristics that in turn enhance likeability
and tag the brand as interesting and fun” (Kotler & Keller, 205, p 310). The character that
Aristotle is defining is moreso intended toward being ethical and choosing the morally right
answer instead of the obvious answer. In addition to the previous definitions of character,
Merriam-Webster defines character as, “the set of qualities that are shared by many people in a
group, country, etc.” and “the way something thinks, feels and behaves: someone’s personality”
(Merriam-Webster, 2017).
When applying character to a firm, it is crucial for a firm to develop some sort of a
reputation that consumers can trust and feel that they are receiving the appropriate customer
service satisfaction. An example of this, Zappos.com, was named one of the best 100 companies
to work for, according to Fortune.com (2015). The company is known to provide one of the best
satisfaction rates in customer service. They have built a strong and positive reputation by
providing high quality products (brand name shoes and accessories), provide 24/7 customer
service to their customers, and have free shipping and return options. Providing trust and a
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positive experience for clients will not only help attract new customers, but will lead to repeated
and satisfied customers.
Companies who develop a strong foundation built on honest and positive character will
project an overall positive influence on the character of the company. “Let your eyes look
straight ahead; fix your gaze directly before you. Give careful thought to the paths for your feet
and be steadfast in all your ways. Do not turn to the right or to the left; keep your foot from evil”
(Proverbs 4:25-27, NIV). Companies should not be distracted or solely driven by the greed of
money, but to provide to the intended target market a product that is beneficial to a consumer’s
lifestyle and a supportive customer service to assist those that are having unsuccessful
experience with the product.
In Fairness, Character, and Efficiency in Firms, authors Robert Cooter and Melvin
Eisenberg lay out the process of ensuring good character within the company. It fall into four
categories; screening, filtering, education, and socialization. First category, screening, which
occurs during the interview/hiring process, is stating that the person will have good character is
taken into account when they are hired by the firm. Second, filtering occurs when the firm
recognizes the good character and it is taken into account during decision making involving
promotions. Third, education occurs when the company itself volunteers to undertake programs
that will communicate the firm’s norm to their employees, reinforcing the character example it
wishes to project. And finally, socialization that occurs whenever informal interactions are
communicated within the firm’s normal environment among their employees.
These categories will help the firm obtain and maintain the reputation they wish to
establish with the public. “Firms seldom provide the means by with people acquire good
character; rather, individuals with good character typically bring it with them to firms.
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Therefore, screen and filtering dominate education and socialization in the employment practices
of most firms” (Cooter and Eisenberg, 2001, p 1727). These listed categories can help the firm
establish their goal of not only obtaining good faith character employees, but can trust those
employees to continue building the firm’s reputation, as well as creating relationships with their
target market.
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References
"Character." Merriam-Webster.com. Merriam-Webster, n.d. 2017.
Cooter, R., & Eisenberg, M. (2001). Fairness, Character, and Efficiency in Firms. University of
Pennsylvania Law Review, 149(6), 1717-1733. doi:10.2307/3312897
Kotler, P., & Keller, K.L. (2016). Marketing Management (15th Ed.). Upper Saddle River, NJ:
Prentice Hall
“Zappos Core Values | About.Zappos.com.” Home | About.zappos.com. N.p., n.d. Web. 2017
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