Trouble at Seas
Based on Paper by Mark Simmons
Summary by: Mark Simmons
Founded in 1972 by Ted Arison, Carnival Corporation is now the worlds largest cruising company representing ten different cruise brands throughout the world. Currently Carnival Corporation has 100 vessels and accounts for 24.1% of the worldwide market share. In 2011 Carnival Corporation earned $15.8 billion in revenue and a net income of $1.9 billion. This company has proven to be extremely successful but in recent years has come under intense scrutiny, because of several alarming events. The first event occurred on April 27th, 2011 on the Carnival Sensation when a 17yr old girl accused crew members of inappropriately strip searching her. The second event
occurred on January 13th 2012 when the Costa Concordia struck rocks,
ran a ground and eventually capsizes killing 32 people. The final
incident happened on February 10th 2013 when the Carnival Triumph with
3,143 passengers aboard suffered an engine room fire leaving the ship adrift in
the Gulf of Mexico for five days. In this blog I will analyze this case using four different ethical theories: individualism, utilitarianism, Kantianism, and virtue. This blog will point out what Carnival Corporation has done wrong and why it is important to take notice of their negligent errors.
The normative theory of individualism is to
maximize profit for the owner or the shareholders, but to also do so within the
constraints of the law and human ethics. In the case of the Carnival Triumph it is very
evident that Carnival Corporation highly endorsed individualism. The reason individualism endorses this example
so much is because Carnival Cruise had noticed prior to the voyage there were
maintenance problems that should be addressed but instead chose to ignore them
in hopes of saving money. Carnival Cruise never intended to put their
passengers in “harm’s way” but by ignoring the signs did just that. If Carnival
Cruise had just addressed the problems immediately they not only would’ve been
dealing with a drastically smaller problem but would also be saving money. In
all fairness Carnival Cruise never broke any laws and no passengers were hurt
but in the long run Carnival Cruise hurt themselves more by ignoring the small
problems.
The utilitarianism theory states that happiness
or pleasure is the only things of intrinsic value. The goal of
utilitarianism is to maximize the overall wellbeing of society. In order for
Carnival Corporation to be maximize happiness they need to provide a quality
trip with extremely low chances of any interruptions so the passengers know
that their money is well worth being spent. In the examples of the Carnival Sensation and
Costa Concordia both errors were within Carnivals control. When Carnival Sensation employees stripped
searched the 17yr old girl they did so unethically and unprofessionally. Had
these employees been properly trained to handle this situation this incident
could’ve been handled properly with minimal disruption. In the case of the
Costa Concordia there is evidence showing the caption of the ship steered too
close to shore, and once the ship began sinking passenger’s claim the employees
aboard the ship did not know the right safety procedures and added to the ciaos.
These examples show Carnival Corporation is not endorsing Utilitarianism,
because if they did they would’ve had their employees properly trained, nearly
avoiding both of these incidents.
Kantianism is based on four different
principles. The first principle is to act rationally, the second is to allow
and help people make rational decisions, the third is to respect people and
their autonomy, and individual needs and differences, the last principal is to
be motivated by good will seeking to do what is right because it is right. To summarize Kantianism is a duties theory, and simply
put one should always have the best intentions and should always do what’s good
because it’s the right thing to do. Carnival Corporation does not seem to endorse
Kantianism. Had they followed the Kant way all three incidents could’ve been
either avoided or drastically reduced in severity. In the case of Carnival
Sensation, it was out of Carnival Cruises control to prevent the teen from
bring the weed aboard but when it became necessary to search the teen they
could’ve gone about it in a much more professional manner. If the employees
were trained to follow Kant they would’ve known having the teen strip in front
of males was not the right thing to do. For the Concordia case Carnival
Corporation should’ve properly trained the caption and employees for
emergencies simply because they know it’s the right thing to have the
passengers safety be the number one priority. In the last case of the Carnival
Triumph this problem could’ve been avoided if Carnival Corporation had just
invested in the necessary maintenance because they knew it was the right thing
to do, instead of cutting corners to try and save money.
The final normative theory is virtue theory. Virtue
is an ethical theory that “seeks to develop the character traits and habits
that allow [people] to live happy and meaningful life. The Virtue theory is
made up of four virtues; courage, honesty, temperance, and justice. In the case
of Carnival Corporation they did not show that they endorse the virtue theory,
instead they showed the contrast vices which include manipulation, deception,
lying, censorship, and carelessness. In all three cases Carnival Corporation
showed some of these vices. On the Carnival Sensation the crew manipulated the
teen by intimidating her and not reading her rights to her. They also showed
carelessness in their professionalism. As for the Costa Concordia scenario, Carnival
Corporation showed a great deal of carelessness when it came to properly
training their employees. The caption of the Costa Concordia is being accused
of steering the ship too close to land. When the Costa Concordia ran aground and began
sinking, the employees did not take control of the chaos and give proper
orders. Survivors of this ordeal reported that some employees did not know the
safety procedures and didn’t communicate well with or employees because of
language barriers. It is Carnival Corporation’s responsibility that all
employees are properly trained to ensure the passengers safety is the number one
priority.The final incident of the Carnival Triumph shows
how Carnival Corporation censors information and also how deceitful and
careless they can be. Prior to the departure of the February 10th voyage
Carnival Corporation was aware that maintenance needed to be done on the
Carnival Triumph, but chose not to. This shows how careless and misleading
Carnival Corporation can be, when passengers purchase their ticket they expect
a trip with no interruptions and it is Carnival Corporation’s responsibility to
ensure that.
References
1. IBISWorld,
http://clients1.ibisworld.com/reports/us/industry/majorcompanies.aspx?entid=1138#MP10214
retrieved on April 9, 2013
2. Salazar,
Heather. Kantian Business Ethics. Retrieved from class notes on April 7, 2013
3. CLIA,
http://www.cruising.org/regulatory/cruise-industry-policies/cruise-industry-operational-safety-review,
retrieved on April 13, 2013
4. Carnival
Corporation, http://phx.corporate-ir.net/phoenix.zhtml?c=200767&p=irol-factsheet,
retrieved on April 7, 2013
5. NBCBEWS,
high-seas-safety-spotlight-year-after-deadly-costa-concordia-crash-1B7937378,
retrieved on April 14, 2013
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