The persuasive strength of values, reputation, and interest arguments for promoting ethical behavior in a global corporate setting

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.