Monday, May 31, 2010

Brandwashing!!


Brand-washing?
Business Ethics Forum (U.S.) in its May 2005 issue highlighted two kinds of compulsive approaches towards ethics – ones who ‘exist as streamlined examples of the impact of organisational leadership on a company's ethical culture’ and the ones who were still to evolve structured ethical norms and practices. We are referring to two things that need to catch our attention: 2005 and U.S. What is the plight of SMEs in our country in 2010?
Are they still grappling with profitability vis-a-vis taxation, infrastructure and government support? ‘We want more’ is the philosophy? What are they doing to alleviate these issues? Approach the employers’ forums such as the FICCI, CII, ASSOCHAM and the like to fight it out and voice their woes through seminars and conventions? That’s it and that’s about all! Isn’t there a need to make efforts as an organisation too? What would be the obvious course? Get a name for oneself and a name to reckon with, so that every other need is catered to spontaneously by vendors, suppliers, contractors or even the government.
How does one get it? There are different ways. We all know that earning a name is through branding or brand-building. The question is as to what kind of branding would lead to this sustenance. Product branding – well the life cycle is too short. Corporate branding – do they wish to spend so much? Employment branding – well yes, but cannot be built quickly, because it calls for massive cultural change. Business ethics and ethics in the workplace is the answer. We were approached by a certain company, a MNC [not mentioning the name deliberately] to evolve an ethical culture in the organisation. We refused to undertake the assignment, because we observed a fallacy in the intentions. The marketplace they were operating in called for nothing else but corruption and they were not prepared to deal with it differently. Today, the company not only has very low brand equity and perhaps is also still struggling to find a respectable market share.
Practices, such as bribing the inspectors and getting away with non-compliance of required legalities, is not unheard of, in the SME sector. While business ethics has been added as a compulsory subject for many B-schools, it’s a pity to see that what is preached is not practiced. What the entrepreneurs in the SME sector fail to realise that if they were unethical for acquiring profitability, they were being myopic and not realising that being ethical would earn them a name in all spheres – corporate identity, product marketability, retention of competent employees and eventually popularity amongst the masses without even hyping their CSR agenda.
The journey has been long and we at PERCON have been patient enough to watch the changes that have come through...this would also happen...we are zestfully hopeful!

26 comments:

政儒 said...

好的部落格,希望您能繼續堅持!!!..................................................

宗伊旺博 said...

一個人的價值,應該看他貢獻了什麼,而不是他取得了什麼..................................................

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宛齊陳 said...

Where did you purchase this product?.............................................................

芸茂 said...

很用心的部落格 祝你人氣百分百 期待您的新文章.................................................................

茹順茹順 said...

Pen and ink is wits plough. .................................................................                           

毅筠毅筠 said...

Pen and ink is wits plough.................................................................

麗珠麗珠麗珠 said...

成熟,就是有能力適應生活中的模糊。.................................................................

育隆 said...

走過路過~不能錯過~哈哈............................................................

宜FH定博林P'韓T彥 said...

期待更新,要保持最佳狀況呦............................................................

蕭惟秀蕭惟秀 said...

單純喜歡你的部落格 留個言跟您問聲好~~............................................................

于倫 said...

厚 !!!等了好久的更新~~一定要支持的啦(ΘωΘ)......................................................

溫緯李娟王季 said...

不會從失敗中找尋教訓的人,成功之路是遙遠的。..................................................

張雅筑張雅筑 said...

融會貫通的智慧,永遠不會被遺忘。..................................................

佳瑩佳瑩 said...

文章不求沽名釣譽,率性就是真的..................................................................

吳淑芬吳淑芬 said...

鞋匠能作好鞋子,因為他只做鞋,不做別的。..................................................

家唐銘 said...

成熟,就是有能力適應生活中的模糊。............................................................

文岳仲君 said...

當最困難的時候,也就是離成功不遠的時候。..................................................

惠宛佳桂 said...

不費勞力而得者,唯貧困而已................................................

彤彤 said...

這個讚唷!!值得佳賞與獎勵~~●ω●............................................................

文王廷 said...

我是天山,等待一輪明月。......................................................................

峻胡邦慧v帆 said...

生活總是起起伏伏,心情要保持快樂才好哦!!............................................................

靜錢錢錢怡錢錢錢錢 said...

當我微笑時,世界和我一起微笑;當我快樂時,世界和我一起活躍。..................................................

文岳仲君 said...

友誼能增進快樂,減少痛苦......................................................................

陳昆珍 said...

死亡是悲哀的,但活得不快樂更悲哀。.. ... ............................................................

said...

感謝你的分享 要繼續發表好文章喔..................................................