The persuasive strength of values, reputation, and interest arguments for promoting ethical behavior in a global corporate setting
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 11 May 2010
Abstract
Purpose
The purpose of this paper is to question the appropriateness of approaching business ethics communication from within a corporate communication or intercultural management framework as the normative stances of these two frameworks are seen to differ with regard to how global companies should communicate with a culturally diverse staff.
Design/methodology/approach
Survey results regarding staff evaluations of various company‐issued arguments used to promote ethical behavior in a global corporate setting are examined. The respondents are staff from the Denmark, Sweden, Brazil, and the USA affiliates of the global health care company, Novo Nordisk.
Findings
Survey results reveal that although there are some important differences between country affiliates, there is also an impressive degree of agreement that corporate identity, values, and reputation are important sources of motivation for ethical behavior.
Practical implications
The findings provide practical guidance for the development of persuasive business ethics programs in global, values‐based companies.
Originality/value
The paper provides support for the corporate communication stance that shared corporate identity, values, and reputation do indeed motivate staff to behave ethically. It also demonstrates the international applicability of this stance.
Keywords
Citation
Leila Trapp, N. (2010), "The persuasive strength of values, reputation, and interest arguments for promoting ethical behavior in a global corporate setting", Corporate Communications: An International Journal, Vol. 15 No. 2, pp. 156-168. https://doi.org/10.1108/13563281011037928
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited