Jacinta runs a chain of ladies fashion retail stores. She has just learned that a brand of clothing she has been selling for years in her stores is being made by workers in sweatshops, who work under inhumane conditions and are paid subsistence wages. She is concerned that if the media report this, by association, her retail brand may be damaged. She has just recruited your Marketing and PR firm to deal with this situation.

A) Firstly, explain to Jacinta what question within the ethical decision making metric will most likely affect her decision to discontinue the brand association.

B) Describe a course of action for Jacinta to take, to mitigate the risk to her brand.