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ly right and wrong, which is opposed to such aspects as commercially, strategically, or financially right and wrong. (Crane, & Matten, 2007) Obviously, the KFC’s action in the filed of food safety does not follow the principle of business ethics.
There are several approached to marketing ethics such as normative marketing ethics, positive marketing ethics and debating between the above two positions. In recent years, some new approaches have developed rapidly such as critical theory, feminist ethics and postmodern approaches. All of those new approaches developed as a kind force instead of the traditional ones. However, although the new ones have some obvious advantages over the traditional ones, the latter has its speciality. For example, according to the basic principle of the normative marketing ethics, ethical marketing should put people in the first place. (Laczniak, & Murphy, 2006) In other words, normative marketing ethics means ethical and socially responsible marketing in normative perspectives. No matter what the roles of people in the marketing, for example, costumers, workers, they should be treated in an ethical way, and they can receive the real social benefit in the marketing system. However, it can say that the basic principle—put the people first is not expressed in some aspects of KFC’s operation such as food safety. The case of Australian KFC poisoned girl is still in suspense, because the KFC Company says it will appeal against the decision—KFC must pay $8.3m to poisoned girl. In this case, it can see clearly that the function of marketing managers in the marketing ethical system. As a very important leader, the marketing manager must make sure that the source material is good. In the case of the Australian KFC poisoned girl, the family’s lawyer told the Australian court that the KFC restaurant would use chicken that had already been dropped on its floor at some busy times. (BBC News, 2012) Obviously, the thing that happened to KFC will definitely lead a great damage to KFC Company’s reputation. However, it can say that this matter's subject matter puts the blame on the manager's fault. It is him who has not required a close attention to healthy sanitation. Just as what Peter Drucker stated a manager of an organization served as a very important member of a leadership, he plays his role under the demands of professional ethic, and the demands is one of the ethic of responsibility. (Drucker, 1954)With the fast development of globalization, more and more companies are paying much attention to reputation of their products, because there are more and more other options can be available. So the term “sustainability” has a specific meaning to one company’s development. Today the sustainability usually includes three main elements namely economic component, social and environmental aspects, so sustainability can be viewed as the systems’ long term maintenance, which must take the three components into consideration. (Crane, & Matten, 2007) From this definition of sustainability, it can realize that sustainability is also playing a key role in the business ethics. Just like what have stated above, the KFC Company has already several strong competitors in the world, if it still continues its original management instead of taking action in food safety and environmental issues, it will have to face with the sustainability problem.
 
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