Society for Case Research MBAA 2021

Experience level: 
Intermediate
Intended Audience: 
Faculty
Authors: 
Cate Loes, Dennis Chen

Uhuru: A case of good intentions and their unintended consequences

Individuals are often compelled to help needy women and children in developing countries. Many of these individuals have valiant intentions of helping yet the outcomes and unintended consequences can cause further damage. This case discusses the ethical choices of Walter Barron his marketing of Namibian-made accessories in the United States. Barron created a company that imported Namibian-made accessories to sell to a Western market. He developed marketing collateral with the faces and stories of the former Namibian prostitutes. The women began to see their stories show up online and were being re-traumatized by these images. Walter now faces some choices on how to proceed with the marketing of the Namibian made products.