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Ethics And Cellphone Tower Sites

Topic:
TELUS: Ethics and Cellphone Tower Sites
 
 
 
 
 
 
 
 
 
 
Table of Contents Page Number
 
I. Executive Summary ……………………………………………………..
II. Introduction and stake holder analysis …………………………..
III. Problem statement ………………………………………………………
IV. Problem Analysis ……………………………………………………….
V. Identification and evaluation of alternatives …………………..
VI. Recommended course of action……………………………………..
VII. Action plan …………………………………………………………………
VIII. Implementation …………………………………………………………..
IX. Conclusion …………………………………………………………………
X. Reference……………………………………………………………………
XI. Appendix…………………………………………………………………….
 
 
 
 
 
 
 
 
 
 
Executive Summary
TELUS corporation encountered many problems that led to conflicts of interest from stakeholders regarding the installation of a cellphone tower in the University of Calgary property near the West Campus Childcare center.
This report specifically aims to provide detailed information about the problems the company faced. Moreover, it represents a SWOT and Fish Bone analysis, stakeholder analysis, new solutions to support TELUS with recommendations for the next course of action and an effective implementation plan to help the company execute the best solution.
Problem (par3t of exec summary)
The Tower is installed 90 meters away from the West Campus Childcare center which is discouraged by many parents (Liu & Lu, 2018). The lack of consistent scientific information on the health risks caused by RF waves are worrying the parents of the children of the West Campus Childcare center (Liu & Lu, 2018). Additionally, when faced with protests priority decisions needed to be made by Telus which impact the organization and stakeholders tremendously.
 
 
 
 
 
 
Solution ( main points from Stakeholder analysis, SWOT and Fisbone Analysi, recommendations and implementation plan – part of exec summary)
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Introduction
TELUS is one of the giants in Canada for providing high-speed telecommunication networks and the company was incorporated in Vancouver, Canada (TELUS, 2021). A company should always follow a safe and ethical business environment, even if the organization is profit oriented. These practices will make sure corporate social responsibilities towards all stakeholders on behalf of the company.
According to the case study on TELUS: Ethics and Cellphone Tower Sites, the University of Calgary had poor cellphone signals, where TELUS had approval from Industry Canada for implementing a cellphone tower at the University. The TELUS decided to install a tower near the west campus Childcare center. The company did not consider the health implications on children in the Childcare center caused by the harmful emission of RF waves from the tower. The community was against the implementation of the tower and several protests were carried out to relocate the cellphone tower. This case study analysis focused on what measures as recommendations for TELUS and the University of Calgary should take to resolve this issue.
The following are the stakeholders involved in the case study:
a. TELUS Incorporation: The organization’s stake includes improved goodwill, profits, stronger telecommunication signals across Canada, and maintains morality.
b. University of Calgary: University of Calgary is a customer for TELUS. The university stake comprises standard cellphone signal availability and better services.
c. Canadian Radio-television and Telecommunication Commission: Stake is to provide sanction for unlimited transmission facilities to TELUS Inc.
d. Health Organization (WHO, Health Canada & IARC): Stake includes Global/Canadian administration of health and disasters, controlling and implementing safety norms and standards (Ruger & Yach,2009).
e. City of Calgary: The Governments stake include TELUS contributions in GDP, economic development, tax collections, enforcing laws ethically, and implementing regulations to maintain safety.
f. Community: The childcare center is the community involved in this case study. Stake includes availability of higher speed network signals, wider coverage, and a safer environment.
 
 
Problem Statement
The following are the problems involved in the case study:
· The Tower is installed 90 meters away from the West Campus Childcare center (Liu & Lu, 2018).
· Priority decisions needed to be made by TELUS when the company had to face protests from parents (Liu & Lu, 2018).
· The decision regarding the location of the installment of the new tower has a huge impact on the organization and stakeholders.
· The parents of the children of the West Campus Childcare center are concerned about the health issues that can be created by the RF waves from the tower (Liu & Lu, 2018).
 
Problem Analysis
SWOT Analysis

STRENGTH
 
· TELUS Corporation’s most important asset is its strong brand portfolio.
· Good communication with the suppliers is also an important facet for the organization sustain in the highly competitive market of Canada.
· It is associated with effective marketing strategies and promotional activities.

WEAKNESS
 
· Lack of effective government safety policies led Telus from searching a safe location for the new tower.
· Recent violation of the environmental standards further perturbs the image of the organization
· Lack of corporate social responsibility initiatives.
· Negative public relations.

OPPORTUNITY
 
· Invest in environmentally friendly technology.
· Utilizing a better community engagement program in the planning phase.
 

TREATS
 
· Rising environmental protection leads to more government concerns that can curb down the business opportunities for TELUS Corporation
· Recent violation of the environmental standards further perturbs the image of the organization
· Failure in community engagement and development ushers a new threat for TELUS Corporation.
· Turnover in loyal customers is high due to the safety issues of the tower.
 

 
Fishbone Chart
Problem 1: The cell phone tower was installed 90 meters from the childcare centre
 
 
 
 
Identification and evaluation of alternatives
 

Alternative 1
Meeting philanthropic responsibilities

Alternative 2
Tower relocation

Alternative 3
Provision of protective technology

Alternative 4
Funding to relocate childcare center

Pros:
 
· This will enhance relationship with the rest of the stakeholders
· Meeting these responsibilities will create positive public image
· It could also result in tax incentives
· Protection of local communities can be achieved in the process
· It also serves as an advertising opportunity
 
 
 

Pros:
 
· Relocating the tower to a farther distance will to a great extent, solve the problems of protest and agitation of local communities against the nearness of the TELUS tower to the child care center
· It will restore a positive image of the company in the community
· The decision will also minimize the risk that the initial location of tower portends on the children and the community at large
· More so, this decision, if made, will enhance the relationship of TELUS and its stakeholders.

Pros:
 
· Providing technology which will serve as shields to the harm of radiation will reduce the RF waves
· Health risks in the local communities will be minimized
 
 
RF protection material in products
 

Pros:
 
· This will minimize the risk that the tower portends on the children in the center
· Providing funds to relocate the childcare center will solve the problem of agitation and protest as it will be seen by the local communities as a deliberate and compassionate act
· This will restore the image of the company with its stakeholders
 

Cons:
· Philanthropic activities could take time to create payoff, especially such which requires solving problems
· The goals of TELUS as a corporation can be hampered in the process
·
 
 
 
 
 
 

Cons:
· Relocating the tower could bring about less network signals for the people in the community
· Dissatisfaction of costumers may arise

Cons:
· Distortion of signal could arise with technology
· This provision is an extra cost for the company and could be quite expensive to bear
· There could also be continued agitation and protest by the local communities as they do not properly understand how the shielding technology works. The local communities could still be adamant on the tower being gotten rid of
· Technology will not solve the entire problem as it will only minimize the radiation risks

Cons:
· This will be too expensive for the company to bear
· This action might not justify the return of investment
· The management of the childcare center might not yield to the relocation proposal

 
 
The recommended course of action –

Recommendations:
Explanation and Rationale

Recommendation 1:
 
 
 
 
 
 
 
 

 

Recommendation 2:
 
 
 
 
 
 
 
 
 

 

Recommendation 3:
 
 
 
 
 
 
 
 
 

 

 
VI – Action plan and Implementation
 

Immediate Actions: Duration: 2 weeks
· Telus communication department to prepare a clear announcement of regret and apology to address the parents’ concerns. Department of communications and public relations at Telus Cost: 10$ per household Impact: Addressing the concerns with open arms and open ears to find solutions.
· Rolling out awareness and clear information around the tower and the choice of its location. Department of communications and public relations at Telus Cost: 15$ per household Impact: Assuring the parents of limited risks and raising awareness around the level of the safety measures already taken and considered due to the proximity of the tower.

Short Term Actions: Duration: 6 months
· Raising the current tower to the maximum height possible of 60 meters to further the emissions away from the kids and other households in the area. Department of operations Cost: 50,000$ Impact: Minimizing the immediate risks that the parents were concerned about until a long-term solution is implemented.
· Offering funds to help relocate the kindergarten while the tower’s height is raised. Department of public relations and department of finance. Cost: Around 15,000 $ per month for the total duration of the project Impact: Calming down the parents’ immediate concerns and showing a serious course of action.
· Offering households that are in proximity of the tower free Internet, and cable TV services. Department of public relations Cost: 50$ per household Duration: 1 to 2 years Impact: Expressing

Long Term Actions: Duration: 1 to 2 years
· Relocating the tower away from the problematic location and building 2 lower towers at the periphery of the dense area instead of its Centre. Department of operations Cost: 300,000$ Impact: Eliminate any risks associated with the emissions or the antennas as a whole.
 

 
 
Conclusion
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
References
Liu, X., & Lu, H. (2018). Telus: Ethics and Cellphone Tower Sites. Ivey Publishing, 1–4. https://e.centennialcollege.ca/d2l/le/content/689232/viewContent/8291557/View
Ruger, J. P., & Yach, D. (2009, April 1). The global role of the World Health Organization. Global health governance : the scholarly journal for the new health security paradigm. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3981564/?report=classic.
TELUS, (2021). Retrieved from https://www.telus.com/en/
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