When Bendix announced the Customer Value Leadership award, the award represented several important new technologies. Because these technologies were so new, some potential buyers did not believe that the new systems were that effective. The award provided objective third-party verification that the systems are effective in making trucks safer. But other awards, most notably Good Housekeeping’s Seal of Approval in the consumer market, can be purchased. How does an ethical business marketer leverage an honest award without raising cynicism among buyers? Purchased “awards” are subject to scrutiny because thegivers of such awards are really promoting themselves and trying enhance their own credibility. So, should a business marketer participate in such an award program? Why or why not?
