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Ethical Leadership and the Case of Deliveroo

Assessment Brief 

The Task

Your assessment will take the form of a 3,000 word (you are allowed to go over by 10% making it a maximum of 3,300 words) submission consisting of three parts in total. This section requires you to discuss what makes an ethical leader and how you would, as an ethical manager, manage your business and/or others to a high ethical standard.

You will be expected to show that you understand the importance of individual and organisational ethical thinking and practice and that you can apply ethical decision making. You will also need to show that you can think critically about the role of business in society. Further, you will need to show that you have understand the way in which theory can underpin how ethical issues are viewed, but also that you understand that theory offers a guide but not necessarily the answer to practice. The assessment also requires you to show that you have reflected on what makes an ethical leader and manager and what that means in the context of organisational culture.

An extensive rubric is provided which will show you how the work is marked and what is required to achieve high marks.

Your assessment into two parts with part 1 being further split into two. Read the requirements below and attempt all three parts. You will submit all three parts together in the same submission.

You should look at the following cases of businesses that have attracted attention due to some aspect of practice. You should choose the ONE of these that interests you and complete the following:

Part 1

You are required to write a brief report for senior managers at the case of your choosing. This report is written from the perspective of a middle manager tasked to outline the ethical dimensions of the issues from the case. You will need to explore a number of factors including - Why should this be explored as an ethical questionHow might the company want to think about the role of business in society? You will also need to outline who the key stakeholders are and in what way they are affected. You should include research into examples of how ethical choices impact on other companies (e.g where is there research that shows good choices benefit companies and bad choices have a negative impact?). Finally you should conclude with some recommendations for what the company should do

This part of your assessment should be written as a report, but should be referenced in the normal academic way using Harvard citations and referencing.

For this part you should again use your chosen case study – but this time choose TWO ethical theories and demonstrate that you can apply these to the case to show how your chosen theories lead you to a view on the ethics of the case.

Your choices for cases are:

Deliveroo: The case of the gig economy

Nike: The case of creative advertising

NHS gifts and hospitality: The case of conflicts of interest.

ASOS: The case of supply chain ignorance

VW: The case of consumer deception

Each of these is on Moodle and is linked to an article related to the story.

Part 2

Part 2 is NOT related to the case study. This section requires you to discuss what makes an ethical leader and how you would, as an ethical manager, manage your business and/or others to a high ethical standard.

You will need to think about personal ethics, about the conditions that bring about unethical organisations and practices, about organisational values and methods of compliance. This part can be written in a more reflective style

Resit assignment details

Resit submission date: TBC

For students who are offered a resit you are required to improve and resubmit your original work as well as adding a further reflective commentary discussing what you have learned from the process. You must resubmit your work using the specific resit Turnitin link on Moodle.

You should:

  1. Review your previously submitted work and read carefully the feedback given by the marker.
  2. Use this feedback to help you revisit and rewrite your work, improving it in the areas identified as weak in the original marking process
  3. Include with your resubmission an additional reflective piece (500 words) on what you understand was weak, how you set about addressing this and what you have learned from this that may help you with further assignments.

You should address the following specifically:

  1. Identify tutor feedback points on your original work and identify where/how the resit work has changed (give page number) in response to feedback
  2. Identify the lessons you have learnt from doing the resit
  3. Reflect on how your feedback and this process will help you improve future assignments

If you did not submit work at the first opportunity you cannot reflect on your feedback. However, you are still required to submit a reflective piece in which you identify your reasons for non-submission, the implications of non-submission for your future success and how you propose to address this in the future.

If you were deferred at the first assessment opportunity you do not need to include the reflective piece as this is a firstsubmission at a later date, not a resit.

The original marking criteria will still apply (see marking grid provided above*) except that the 10% weighting for presentation will be awarded instead to your reflective piece.

*this refers to your marking grid included in your assessment brief

How will we support you with your assessment?

  • Assessment briefing Week 1 (lecture).
  • Assessment guidance document and detailed rubric provided
  • Dedicated seminar session to making sure the brief is clear and on your formative assessment in Week 4.
  • In Week 6, feedback session on your formative assessment in the seminar session to support the development of your summative assessment.
  • Tutorial session to support the completion of your summative assessment in Week 11.
  • Each of your seminar turs has office/academic guidance hours advertised on their email sigh off and at their office door – you can make use of these office hours to talk through your ideas and progress as you develop your work.

How will your work be assessed?

Your work will be assessed by a subject expert who will use the marking grid provided in this assessment brief.  When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.

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Sample Answer

Ethical Leadership and the Case of Deliveroo

Introduction

Ethical leadership has become one of the defining challenges of modern business. In an economy where technology, speed, and profit dominate, companies must balance commercial success with fairness, transparency, and social responsibility. Deliveroo, a leading player in the gig economy, represents a powerful example of how ethical challenges emerge when innovation runs ahead of regulation. This essay explores Deliveroo’s ethical issues through two lenses: first, by analysing the ethical dimensions of its practices and applying relevant theories; and second, by reflecting on what it means to be an ethical leader and how managers can uphold ethical standards in business.

Part 1: The Case of Deliveroo and the Gig Economy

Ethical Dimensions of Deliveroo’s Practices

Deliveroo’s business model relies on self-employed delivery riders who are classified as “independent contractors” rather than employees. This classification allows Deliveroo to avoid paying minimum wage, offering sick pay, or providing employment benefits. From a business point of view, the model enables flexibility and scalability. From an ethical point of view, however, it raises serious concerns about fairness, exploitation, and the social responsibility of business.

The key ethical question is whether Deliveroo’s success justifies the working conditions it creates. The company’s approach prioritises efficiency and customer satisfaction, but at what cost to those who make the service possible? According to Freeman’s Stakeholder Theory (1984), a business has ethical duties to all stakeholders, not just shareholders. In Deliveroo’s case, riders, customers, local communities, and regulators all have legitimate claims. When a company builds profit on precarious labour, it risks undermining trust and long-term sustainability.

Why This is an Ethical Question

This issue is ethical because it touches on fundamental values such as fairness, dignity, and respect for human work. Deliveroo may comply with legal standards, but ethical responsibility extends beyond legality. The company must consider whether it is morally acceptable to depend on individuals who lack security and rights, despite contributing directly to its value creation. As Bowie (2017) argues, ethical business practice demands more than avoiding wrongdoing, it involves actively promoting the good of society.

The Role of Business in Society

Businesses today are not just economic machines; they are social institutions with moral responsibilities. Deliveroo’s rapid expansion has reshaped the labour market, influencing how thousands of young people and migrants experience work. The company’s role in society should therefore include contributing positively to worker welfare, public safety, and fair competition. According to Carroll’s CSR Pyramid (1991), businesses have four levels of responsibility: economic, legal, ethical, and philanthropic. Deliveroo performs well on the economic level but struggles to meet the ethical one.

Key Stakeholders and Their Interests

Deliveroo’s stakeholders include:

  • Riders, who seek fair pay, job security, and respect.

  • Customers, who expect timely service but increasingly value ethical consumption.

  • Shareholders, who focus on profitability and growth.

  • Society and regulators, who demand accountability and social justice.

Unethical labour practices may cause reputational damage, regulatory backlash, and customer boycotts. By contrast, research shows that ethical treatment of workers can improve loyalty and performance (Treviño & Nelson, 2021). A company that supports fair employment builds resilience and brand trust.

Because its riders are treated as independent contractors, meaning they miss out on employee benefits and protections.

Utilitarianism and Kantian ethics both provide clear insights into fairness, welfare, and respect for workers.

An ethical leader balances profit with principle, leads by example, and fosters a transparent, fair workplace.

Because ethical behaviour builds trust, protects reputation, and ensures long-term sustainability.

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