Revista Brasileira de Marketing, Vol. 16, No 1 (2017)

Tamanho da fonte:  Menor  Médio  Maior

Business Ethics: International Analysis of Codes of Ethics and Conduct

Josmar Andrade, Kavita Miadaira Hamza, Duarte Miguek Xara-Brasil


Codes of ethics and code of conduct formalize an ideal of expected behavior patterns to managers and employees of organizations, providing standards and orientation that states companies interactions with the community, through products /services, sales force, marketing communications, investments, and relationships with other stakeholders, influencing company reputation and overall Marketing performance. The objective of this study is to analyze the differences in codes of ethics of the largest companies based in Brazil and in Portugal, given their cultural and linguistic similarities. Findings show that the use of codes of ethics are more common in Brazil than in Portugal and that codes of ethics are substantially more extensive and cover a larger number of categories in Brazilian companies, reflecting the organizations’ mission and perception of stakeholders concerns and priorities. We conclude that ethical issues severely impact company reputation and, in a comprehensive sense, overall Marketing performance. Marketing professionals should be systematically aware of how company core values are transmitted to different audiences, including the use of code of ethics to communicate both with internal and external publics.


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