Формирование «лучшей практики» бизнеса в условиях сетевого сообщества: кейс «Натура Сиберика», 2017 г.

Abstract

The aim of this paper is the situation analysis or case study of the conflict between the cosmetics manufacturer "NATURA SIBERICA" (Russia) and its consumers. This conflict took place in 2017 as an interaction of the users of social networks. The importance of this study is that its object is the ongoing process of increasing the role that network society plays in discussing the value problems of contemporary society. This study shows the relevance of J. van Dyck's statement that digitalization promotes the transfer of communication about values in media network, and this constitutes the novelty of the paper. Accordingly, the objectives of the study were formulated as a description of the conflict situation and the definition of the subject of research as a manifestation of the complex interaction in contemporary network society; identifying the groups of irreducible values that caused the conceptual conflict; the analysis of these values from the perspective of law, as well as contemporary business ethics. The methodological approach that was chosen followed the complex nature of the subject of the study. As a general methodological approach the systematic method was used, which allows to determine the essence and key properties of the investigated phenomenon. The method of case analysis or case-study gave us the tools to implement this approach, taking into account the specifics of the object, as well as to connect the study to the practical task of finding the best solution in a situation of conflict of values. To analyze the unfolding of the conflict in conditions of virtual reality the structural-functional method was applied, which allowed conceptualizing the relationship between social phenomena of different levels. Using the method of ethical-philosophical analysis we revealed the content of the positions expressed by the participants of the conflict. The method of categorical analysis of legal texts was also applied. As a result of the study it was revealed that in a case of the gap in legal regulation it were the animal rights values and values of responsible consumption that provided the conceptual background for the positions articulated by the conflict participants. Next, we show that in this case the unfair advertising led to a crisis of consumers’ trust and caused the need to strengthen the ethical image of the company. Finally, this case of the company's reaction to the conflict could be conceptualized as an example of “best practice” for business ethics today.