9. You were recently hired by a multichannel retailer that promotes itself as an Australian firm selling only Australian-made goods. The products featured in advertising and in catalogues tell stories of the firms that produced the goods in Australia. The sales response to the firm’s ‘Australian made’ position has been incredible because it resonates with its customers’ values. As a result, growth has been impressive.

One day, while speaking to a retailer, you find out a shipment of merchandise will be delayed since the product is coming from overseas and is late. A few days later you hear a similar story. As it turns out, the firm just barely earns the

‘Australian made’ label. Though technically the products meet a standard to be classified as ‘Australian made’, you worry that the firm is not being truthful to its customers. You decide to write a letter to the chief marketing officer detailing your concerns. What would you say in the letter?