The Ethical Leader

Ethical behaviour by businesses, or their staff, is often seen as the corporate and social responsibility icing on an organizational cake something that is nice to do but never really essential. But by turning this view around and making ethical behaviour a primary focus Witzel shows how businesses can create and maintain long-term competitive advantage.Trust and respect among key stakeholder groups, particularly employees and customers, cannot be overstated in their importance to an organization's success: trust engenders loyalty and good reputation, which in turn builds brand value. However, while ethical behaviour is key to trust-building, in order for an organization to see lasting, positive outcomes it needs to go deeper than something managers do out of a sense of moral duty.