Accounting Ethics

1863 Words4 Pages

Accounting Ethics

When examining the effect of open marketing on the profession of accounting it is important to view it from three perspectives: the client's, the profession's, and society's. Additionally, two key areas that are affected by marketing must be addressed,

these are concerning competition, and ethical implications. Marketing in public accounting is here to stay therefore making an argument against its existence would be fruitless; however, in order to achieve maximum benefit to the firm, the client, and s ociety, more stringent guidelines must be implemented at the firm level.

The first, and most obvious, of the effected areas is competition. Within competition several points are discussed. First, the implications

advertising has on public accounting-- the model of perfect competition

versus the model of monopolistic compet ition. Secondly, the relationship

between firm size and advertising expenditures. Thirdly, the effect of

advertising on firm specialization, the implications of client turnover on

public accounting practice.

Before making the comparison, a brief explanation why the two models are chosen is in order. Monopolistic competition has been chosen for the pre-advertising era because it most closely resembles the market structure in an extreme sense. The elements o f monopolistic competition are as follows: product differentiation, the presence of large numbers of sellers, and nonprice competition. Although accounting services between firms offer very little service differentiation, the absence of advertising serve s as a replacement because clients are not necessarily aware that other options are easily attainable. The post-advertising era is explained through the model of perfe...

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... environment to which firms are still adapting. This new environment is largely the result of increased competition and a clientele which is increasingly more bottom line oriented. In order

to compete firms must place more emphasis on marketing and accept it as a cost of doing business. The result of this will be more difficult penetration and an increasingly limited number of small firms in the business. Market pressures also are forcing

creating situations where ethical issues such as independence and integrity are questioned making it imperative that the AICPA create guidelines from which the evolving profession must base itself. In the age of deregulation accounting jumped on the boa t, now it is becoming increasingly fashionable to re-regulate, accounting, as a profession must not miss that boat, lest they drown in the result-- government intervention.

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