Ethical Dilemma: Steven Sanchez is the export manager at Leon Industries, a manufacturer of office furnishings. He has identified Russia as a promising market and decides to attend a furniture trade fair in Moscow. As he prepares for the fair, a consultant suggests hiring two female models in revealing clothing to work the company’s booth. The consultant says the models will create buzz and increase Leon’s visibility at the crowded fair. Sanchez is skeptical and seeks advice from two colleagues.

One colleague says the idea “amounts to exploiting women and could invite sexual harassment charges... It is sex discrimination. The booth workers’ gender and good looks are a condition for their employment.” Another colleague tells Sanchez that hiring the models is no problem. He says those who oppose such a practice “are stereotyping women as fragile people who cannot decide what’s best for themselves.” Besides, he continues, “Russia is a male-dominated society and people are not offended by such practices.” What do you think?

Using the ethical framework in Chapter 4, analyze the issue and make a recommendation. lo1