Bayer Monsanto Ethical Issues Essay

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As CEO of Bayer-Monsanto the needs of the various stakeholders would need to be addressed and successfully engaged. Given the ethical issues that Monsanto has faced in the past, employees, customers, the environment, and society’s perception is not very favorable. Bayer-Monsanto can fulfill their moral obligations while also protecting society and the environment from potential negative consequences of its products by creating an ethical brand identity and a relative positive position through strategic brand alliance, CSR, and philanthropy. Bayer-Monsanto must focus on building an ethical brand identity, corporate image, and corporate reputation (Alwi, 2017). Monsanto has already completed the first step, brand alliance. Bayer’s acquisition of Monsanto may take away focus from the negative image of Monsanto’s brand. Bayer should continue to use the name however, the use of the name Bayer-Monsanto could be used strategically to highlight the positives and erase the negative perception of consumers and society. The brand’s equity should be in a more positive light despite the similar criticism received by Bayer (Keating, 2016). …show more content…

The company must discover new ways and ensure the disposal of hazards chemicals. In the past, Monsanto lacked active engagement with policy-makers and environmental groups (Keating, 2016). This could have a positive effect on both the corporate image and reputation. Taking on criticism rather than ignoring can help to promote the brand as being actively concerned for the environment and society. Bayer’s name behind the Monsanto GMO products could all help to convince and change the perception of GMO’s through the European Union. Creating an ethical brand identity will be of the most importance so that Bayer-Monsanto can reposition itself an environmentally focused company (Ferrell & Hartline,

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