According to the American Psychological Association (2017), ethics is the distinction between right and wrong. An ethical dilemma is a situation whereby an individual is forced to choose between two or more options whereby both choices seem ethically right. It will not always be about choosing right from wrong; sometimes, it is about viability. Which option is more viable than the other? Which option will result in increased profits for the company? When faced with such situations, the question becomes, how to resolve this problem? That is the basis of an ethical dilemma. In the case study, the pressure managers put on employees to deliver high sales led to employees practicing unethical values to achieve the set targets. Employees who did not meet the sales targets were fired to avoid being fired. Employees resorted to unethical practices such as opening millions of unauthorized customer employees. An investigation commissioned by the board of directors revealed that cultural, leadership and structural issues were the causes for sales malpractices.

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