...Pinto Fires and Personal Ethics: A Script Analysis of Missed Opportunities Dennis A. Cioia ABSTRACT. This article details the personal involvement of the author in the early stages of the infamous Pinto fire case. The paper first presents an insider account of the context and decision environment within which he failed to initiate an early recall of defective vehicles. A cognitive script analysis of the personal experience is then offered as an explanation of factors that led to a decision that now is commonly seen as a definitive study in unethical corporate behavior. IThe main analytical thesis is that script schemas that were guiding cognition and action at the time pre.cluded consideration of issues in ethical terms because the scripts did not include ethical dimensions. In the summer of 1972 I made one of those important tran.sitions in life, the significance of vifhich becomes obvious only in retrospect. I left academe with a BS in Engineering Science and an MBA to enter the world of big business. I joined Ford Motor Company at World Headquarters in Dearborn Michigan, fulfilling a long-standing dream to work in the heart of the auto industry. I felt confident that I was in the right place at the right time to make a Dennis A. Gioia is Associate Professor of Organizational Behavior in the Department of Management and Organization, The Smeal College ofBusiness Administration, Pennsylvania State University. Professor Cioia's primary research and writing focus of...
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