Sam and Bob are research scientists in the General Rubber product development laboratory. Sam, who is introvert, quiet and serious, is more technically proficient; her patents have earned the company around $6 million over the past ten years. Bob does not have the same expertise, his output is ‘solid but unimaginative’, and he is extrovert and demonstrative. The rumour is that Bob will be moved into an administrative role.

The lab offers a $300,000 fund each year for the best new product idea. Sam and Bob both submit proposals, which are assessed as having equal merit. Sam takes no further action, but Bob conducts a publicity campaign (about which he tells Sam in advance), promoting the advantages of his proposal to those who can influence the final decision. Informal pressure builds and the decision is made in Bob’s favour.

Is Bob’s behaviour ethical? Does the ethical decision tree help you to reach a decision?