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August 16th, 2008

History of Business Ethics

Early Judaism introduced the 10 commandments by the hands of Moses, which are still used as a guide for morality for many today. The 10 commandments provide practical principles for truthfulness and good ethical behavior. For example, Exodus 20:16 states, “You shall not bear false witness against your neighbor”. This verse gives great value to honesty in all aspects of business and life. Many ideas found throughout the Bible can be and have been used in business for a long time. Other religions also have similar sacred or ancient texts that help to guide people’s actions.

Philosophers also played a role in identifying and influencing morality and ethics in society. Plato was known for his discussions of justice in his work The Republic:

If what I am morally required to do can (in some circumstances) be different from what I would choose do for my own benefit, then why should I be moral? Plato wrote the remainder of The Republic in an attempt to provide an adequate, satisfying answer to this question.

Aristotle discussed economic relations, commerce and trade under the heading of the household in his Politics. He discussed trade, property and money which all apply to modern times. He made moral claims about greed and perverted use of one’s abilities in the quest of wealth for its own sake. He attacks exploitation because it includes a profit from money itself instead of the method of exchange in which money is simply a means.

After the fall of Rome, Christianity influenced business in the context of justice and honesty in buying and selling. Later, Luther, Calvin, and John Wesley among other Reformation figures led the way in the development of the Protestant work ethic. The Protestant work ethic is a biblically based idea of the importance of hard work, striving for perfection and the goodness of labor.

John Locke developed ideas pertaining to the defense of property as a natural right. He believed that people acquire property by mixing their labor with what they find in nature. Adam Smith, often called the father of modern economics, believed that morality and economics are intertwined and not mutually exclusive. Most focus on his economic influence, but Smith was also a moral philosopher and the author of The Theory of Moral Sentiments.

Why People Behave Unethically: An Enron Case Study

In the span of six months, how could one of America’s most respected and successful companies go bankrupt? Enron’s board of directors authorized their chief financial officer to create Enron-funded partnerships that defrauded shareholders by hiding real losses and creating phony profits. One of the most critical board meetings at Enron in 1991, where executives gave approval to set aside their ethics statements on behalf of fraudulent activities with partnerships, lasted only one hour.

Pressures from management often cause employees to consider and use unethical means to achieve success to please their superiors. Enron recruited exclusively at major business schools. They wined and dined the prospects. Recruiters promised young job-seekers huge bonuses and fed their egos as much as they would take. Once they were hired, it was an up or out culture. Those who survived began to think they were something extraordinary. Former CEO of Enron, Jeffrey Skilling, was an aggressive manager. “He used to pit them against each other. He knew that as long as he could keep them scared of one another and competing, he would have control. When you create an environment in which, if you want to be among the best and the brightest, you’ve got to play the game the way the boss has set it up, that’s not a culture where people are going to challenge top management”.

Personal greed frequently drives people into doing unethical activities. Andrew Fastow, the CFO of Enron, sold $36 million of his investments before the company went down. Kenneth Lay had many sweetheart deals with members of his family. Skilling is said to have gotten away with around $200 million. One might call that profuse greed. Business ethics is most important among the leaders of an organization. The leaders set a precedent for the behavior of all the employees, giving grave importance to the model that they supply for their actions. “Employees model - that is emulate - their boss’s behavior. That makes the top leader, ultimately responsible for the culture of his organization - including the ethical culture“.

Cronyism can often affect organizations in a negative way causing people to behave unethically. Enron had a tendency towards cronyism, which is partiality towards friends or family. Managers at Enron’s divisions grew arrogant, thinking themselves to be invincible. They had a tendency to seal themselves off from things on the outside. Skilling set up a system of ranking among employees that determined the fate of their jobs. If fellow employees gave you a poor report, you were out. This instantly created alliances among the groups that were willing to play ball and ousted the “Boy Scouts.” “They had something called a rank-and-yank performance appraisal system, which eliminated anyone who fell behind, a real Darwinist system that took care of anyone who might potentially disagree. All of the whistleblowers were rebuffed, humiliated or treated in an intimidating way by the various players. And finally their 1999 annual report in which all of the members of the board of directors are listed by their nicknames suggests a tendency towards cronyism”.

Prospering in an Unethical World: An R. G. LeTourneau Case Study

R. G. LeTourneau is considered by some as one of the most influential people of the past hundred years. LeTourneau made giving to others a priority - He gave away 90% of his income and only lived off 10%. He based his business on moral, ethical and religious principles. He set a great example for his employees and instilled a sense of gratitude and giving in them. “At the age of 44 I lost so heavily on contracts that my employees, with more faith in me than I had in myself, took up a collection to get me back on my feet”. LeTourneau was a school dropout from a small town, but that didn’t stop him from competing with some of the biggest companies in the land. Letourneau had fierce competitors consisting of Caterpillar, General Motors, International Harvester, Allis Chalmers and several others, all large corporations with high-powered executive staffs. During World War II, LeTourneau produced some of the most important earth moving tools to date. During World War II, more earth had to be moved than through all the combined wars of history. LeTourneau’s machines made up more than 50% of all the earth moving tools used in the war.

An example of LeTourneau’s moral and ethical principles is apparent in a story from his autobiography Mover of Men and Mountains. LeTourneau’s partner had fired some of LeTourneau’s family members who worked for the company. LeTourneau and his partner had an argument and his partner decided to leave. After the split, the company completed a project for Southern Pacific that turned out to be a near disaster, almost killing some of his workers. LeTourneau ended up coming out about even on the $100,000 job. Some time after that, his former partner came to him and said he heard they had made quite a bit on the Southern Pacific job; he felt he was entitled to the money. LeTourneau’s partner happened to be an elder in his church and LeTourneau was stunned that a Christian man would behave in such a way. He knew that the money was rightfully his. One of LeTourneau’s friends had even advised him to let the partner sue, because “he didn’t have a leg to stand on”. After some deliberation and prayer, LeTourneau decided to give his former partner the money to avoid a court battle and a possible split of his church. He would leave the rest up to the Lord. It turned out that a year later, after two bad contracts on his own, his former partner was wiped out. LeTourneau was convinced that if the Lord doesn’t think you are worthy of having money and responsibility, he will find ways to take it away. In his autobiography, LeTourneau says, “real partners don’t try to see how much one can get from the other. They work for the good of the partnership. They try to help each other.”

LeTourneau based his life principles on many scriptures from the Bible. His favorite was Matthew 6:33: “But seek first His kingdom and His righteousness; and all these things shall be added to you.” LeTourneau sought after God’s righteousness and he certainly achieved great prosperity.

Good Ethical Process: A Johnson & Johnson Case Study

In 1982, Johnson & Johnson experienced a crisis with reports of cyanide in their Tylenol Extra-Strength bottles. Seven people died from the incident. Johnson & Johnson could have been tarnished forever from this episode. Instead, against all human nature, they relinquished all financial influence on their decision process. They based their coming decisions on what they felt was right for their customers. The company ordered a full recall of 31 million bottles that cost more than $100 million. They ceased production of the original bottles and began production of a new tamper-resistant bottle. Johnson & Johnson was competent enough to “use the crisis to demonstrate to [its] customers [its] commitment to customer safety and to the quality of the Tylenol product”. Johnson & Johnson also displayed the company’s willingness to be honest with the public and to correspond with the media, which assisted in building credibility and customer trust during the incident. After the incident, Johnson & Johnson’s stock dropped seven points and lost 27% of the 35% pain-reliever market it once enjoyed. Several months after their ethically-based efforts to make the crisis right, Johnson & Johnson reclaimed and surpassed their previous market share. Johnson & Johnson’s actions are a strong testament to the benefits of acting ethically in a time of crisis, when it is most important.

Conclusion: You Can’t Prosper Unethically

In this writer’s opinion, it is impossible to prosper unethically. You may have prosperity in the very beginning, but it will invariably come to an end with either the loss of your job or business, the seizing of any wealth you might have built up, and in the worst case, a first class ticket to jail. There may not be a greater case for the effects of unethical behavior than the events that unfolded at Enron. Behaving unethically will tarnish your reputation forever and leave you little room to gain people’s trust again. Michael Hackworth, CEO of Aspirian Corp., believes that good ethics is good business and ethical leadership saves money. Good ethical practice ensures a prosperous and confident career or business, even in an unethical world.

Matt Morrison is a regular author for Rollingsphere

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August 16th, 2008

You can never find yourself until you face the truth.
- Pearl Bailey

AT the beginning of the twentieth-first century, it seemed that business ethics had become an oxymoron, that integrity was for suckers and that profit was the singular force driving business.

Then, as mega-corporations collapsed and scandalized companies fell, we witnessed the fragile framework of a business built on a foundation without principles. A new focus emerged on old-fashioned values like trust and character. Integrity became important again.

Of course, to the majority of businesses that didn’t stray from their values, integrity always was at the core of their company’s beliefs. But now, the media is talking about it, seminars are built around teaching it and television dramas weave it into their plots.

It’s a fact. Customer Service that excels builds upon a deep-seated trust between client and sales person. Almost any business built to last depends on repeat business and the best way to assure that customers keep coming back is to earn their trust.

TURNAROUND TIP Grade yourself on the following list of questions provided by The Dartnell Corporation.

1.Do you place a high value on having personal integrity?
2.Do you think customers believe you have their personal welfare and well-being at heart?
3.Do you project a straightforward, honest and sincere image?

If you honestly answered, “yes” to all three of the questions above then you probably have a high degree of integrity.

However, all of us are capable of self-deception. If you’re really determined to put your honesty to the test, ask three of your friends or family members who know you and your business values, “Would you buy from me?” (Your mom doesn’t count - she already thinks you’re wonderful.)

Long-term relationships result from long-term trust. The more honest you are with yourself and your customers, the more success you will enjoy.

Mike Dandridge
md@theperformancepro.com
Mike is the founder of High Voltage Performance, a consulting firm that specializes in designing customer experiences for the industrial marketplace. He is a keynote speaker and a seminar leader with 25 years experience in electrical wholesale distribution. Dandridge is author of, The One Year Business Turnaround, a book based on his years in wholesale, containing a year’s worth of ideas for improving your customer service.
You may reach Mike at 254-624-6299.
Visit his Website at http://www.highvoltageperformance.com.
Subscribe to his blog at http://www.businessturnaround.blogs.com.

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August 16th, 2008

“The ethics of a business are whatever the top-dog says they are.”
- Bryce’s Law

INTRODUCTION

We hear a lot these days about the deterioration of ethics in business, e.g., graft,
corruption, cheating, favoritism, skimming money, etc. This has resulted in a public
relations nightmare for business. If consumers do not trust a company, its a matter
of time before it goes out of business. This is supported by recent studies that give
evidence there is a correlation between business performance and ethical practices
(see the Institute of Business Ethics). Basically, the Institute’s study suggests there
are long-term benefits associated with enacting an ethics programs. Such studies
and recent corporate snafus (e.g., Enron) are impetus for companies coming to
grips with ethics in the workplace.

There are essentially two considerations for devising an ethics program in
business; first, knowing what your ethics are, and, second; implementing them
in a consistent manner.

INTERPRETING ETHICS

There is little point in my telling you what is ethically right or wrong. You already
have an interpretation of this. But let us understand what influences our interpretation
of ethics; our interpersonal relations with others, such as our family, friends, neighbors,
fellow workers, as well as the media. Ethics is learned more than it is taught. It is based
on observations of the conduct of others, people we like and respect as opposed to those
we do not. It is then up to each of us to interpret these perceptions from which we will
base our conduct and behavior. The point is, we act on our perceptions, however accurate
or inaccurate they may be. Another influential factor are our own human frailties of
competitiveness, love, greed and ambition. But then again, this goes back to
interpersonal relations.

Let us recognize that ethical behavior is interpreted differently from person to person. What
one person may consider right or wrong may be different for the next person. The objective
in business is to implement a uniform form of behavior thereby instilling consumer
confidence in a company overall.

IMPLEMENTATION

Writing a corporate code of conduct is in vogue today as a means of articulating the
ethics of a business. Such codes are proudly displayed on web sites and in corporate
brochures more for public relations than anything else. True, they are useful for
disciplining an employee for an infraction of the rules, but I do not see them as an
effective way of implementing an ethics program. Understand this, regardless of what
the code of conduct states, the ethics of a business are whatever the top-dog says they
are. Too often I have seen companies say one thing, then act another, e.g.,
Enron.

Printed codes of conduct are nice, but we have to recognize that it is one thing to
enact legislation, quite another to enforce it. As stated earlier, ethical behavior
is based on observations. Regardless of what a code of conduct says in print, ethical
behavior is based on the relationship of superior and subordinate worker
relationships. If a subordinate observes an indiscretion by his superior, in all
likelihood it will be emulated by the subordinate. This phenomenon occurs
top-down in the whole corporate chain of command. If it breaks down anywhere
in the corporate hierarchy, it will become visible to the subordinate layers and
potentially create a “trickle-down” effect. This means the boss has to be a role
model for ethical behavior; they must “walk-the-walk” as well as “talk-the-talk.” If
they do not, it will not go unobserved by their subordinates. Managers, therefore,
should avoid the “do as I say, not do as I do” phenomenon. They must lead by
example. Anything less is sheer hypocrisy and will inevitably lead to changes
in behavior.

It is simply not sufficient to issue platitudes as to what is and what isn’t ethical
behavior. The manager must follow-up and assure ethical behavior is implemented
accordingly. In other words, we shouldn’t just “desire” truth and honesty, we
must “demand” it. If one person gets away with an indiscretion, others will surely
follow. As such, when writing out a code of conduct, be sure to stipulate the
penalties for its violation.

The success of a business ethics program is ultimately measured by how well it
becomes ingrained in the corporate culture. As we have discussed in the past,
corporate culture pertains to the identity and personality of the enterprise. All
companies have a culture; a way they behave and operate. They may be organized
and disciplined or chaotic and unstructured. Either way, this is the culture which
the enterprise has elected to adopt. What is important is that in order for an employee
to function and succeed, they must be able to recognize, accept and adapt to the
culture. If they do not, they will be rejected (people will not work with them).

The intuitive manager understands the corporate culture and how to manipulate
it. Changing the Corporate Culture involves influencing the three elements of the
culture: its Customs, Philosophy and Society. This is not a simple task. It must be
remembered that culture is learned. As such, it can be taught and enforced. For
example, a code of conduct is useful for teaching, as is a system of rewards and
penalties. Designating people to act as watchdogs of the culture can also be useful,
but be careful not to create a climate of paranoia. Ultimately, as a manager, you
want to create a culture that promotes the ethical behavior you desire.

For more information on “Corporate Culture,” see http://www.phmainstreet.com/mba/pride/eespcc.htm

CONCLUSION

We now live in strange socioeconomic times. 40-50 years ago we
normally had one parent staying home to raise the kids. Now it is commonplace
to find families where both the husband and wife are working and paying
less attention to their children, thereby relegating their parenting duties to
teachers and coaches. In other words, the family unit, which is the basic
building block for learning ethical behavior, is becoming severely hampered.

In business today we have a “fast-track” competitive mentality which does not
encourage a spirit of teamwork but, rather, more rugged individualism. Nor
does it promote employee loyalty. Further, we now live in a society that
encourages people to go into debt, thereby causing financial tensions.

Bottom-line, ethics is about people and trust. Consequently, we should be
sharpening our people skills as opposed to avoiding it. We don’t need more
maxims of how we should conduct our lives; we need to lead by example. As
such, we need more role-models and heroes than we do paperwork.

Let me close with one last thought on how ethics impacts business; there
is probably nothing worse in business than being caught in a lie, particularly
by a customer. Any trust that there may have been before disintegrates
immediately and business is lost. In this day and age, there is something
refreshingly honorable about a person where their word is their bond. Ethics
just makes good business sense.

Tim Bryce is the Managing Director of M. Bryce & Associates (MBA)
of Palm Harbor, Florida and has 30 years of experience in the field. He is available for training and consulting on an international basis. He can be contacted at: timb001@phmainstreet.com

Copyright © 2006 MBA. All rights reserved.

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