Introduction The main goal of a firm is gaining profits. Therefore, firms attain their goals by establishing an effective marketing mix strategy. However, the strategy might infringe the ethics, which is a main concerns from consumers and ethics is a key for a firm to succeed (Klein, T, & Phillips, J, 2011). Background Airlee Biomedical & cosmetic policlinic (Airlee Group), which founded in 2000, is one of the largest medical cosmetic centers in Taiwan. It has totally over 30 shops in Taiwan and Mainland China (Yahoo! News, 2014), and offers various cosmetic surgeries like micro-plastic surgery, and some laser treatment to both men and women (Airlee, 2014). It has the most comprehensive and qualified cosmetic surgeon. Also, the most professional technologies have introduced into the firm. Based on the above competitive advantages, Airlee quickly became the market leader of the cosmetic surgery industry. Airlee used the illicit medicine for treating the patients (udn.com, 2014), concealed the risks of the surgery (udn.com, 2014), and misled the public (You......

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