141ª EDIÇÃO - 13/3/2007 - Catho On Line - NewsLetter

People Management

ETHICS CORPORATE GUARANTEE WITH CULTURAL REVOLUTION

* Naísa Modesto

Corporate ethics involves much more than the relationship between employees within a company - involves the relationship of an entity with its suppliers, employees and consumers.

This question has been debated constantly in recent years in various sectors in Brazil. Realizing the need to address some of the companies we talked about it with Salomão Rabinovich, clinical psychologist, a member of the Academy of Psychology, Professor of Business Ethics, director of Cepat - Centre for Applied Psychology and president of the Transit Avitran - Association Traffic Victims. It offers advice on Corporate Ethics to facilitate dialogue between the company and its employees and with the market.

The work of Rabinovich discusses issues relating to the conduct and relationship with the adoption of a transparent and correct posture for all parties involved. "Ethics is a corporate stance that the company has an ethical philosophy of respect to all components of the operational process to the end consumer."

ETHICS ALSO MEANS RESPECT TO THE CONSUMER?

With regard to products and services offered to the population, it is important that the company should keep its promises ... "Consumers have the right to be respected. The company need not give anything other than what it promises. This should be a game very clear, which does not happen, because we have a very large cultural failure in Brazil." Rabinovich believes that we are experiencing a moral crisis, our momentum is based on winning, and the crisis can only be resolved if we go through a cultural revolution. "To have an ethical stance, the company needs to transpire it, ie, it must show that she is interested and has ability to listen. We want to develop a work ethic that fosters a relationship between company and employees, suppliers and customers. Unfortunately Many companies are false advertising because they have no infrastructure to provide a service compatible with the idea they want to play, what he calls "social hypocrisy," says the psychologist.

He still warns about the high number of blows applied in the country and the attitude of the Brazilians of just complaining instead of investing into real change and effective. "We believe in the need for a cultural revolution for the country, but it will take generations to happen ...”

For this drastic change to happen, we need the example is given from the behavior of firms, he said. "We need to raise awareness among businesses and national corporations, multinationals, large and small, to change his philosophy. It does not help a company wanting to develop this work if it does not rely on pre-disposition of the Board, for example."

SUPPORT OF DIRECTORS IS THE KEY!

The work begins with a diagnosis made from conversations with senior executives at the summit and to know which is the main complaint within the corporation - only after that some actions are proposed. The entire process should be accompanied by the Department of Human Resources Company, which is crucial to ensuring the progress of work.

The ultimate goal is to ensure customer satisfaction and thereby make it true to the company. "This type of consultancy started very slowly in the U.S. and we are bringing this seed to Brazil. I guarantee that the results tend to be wonderful, because from them we can make a disclosure based on the satisfaction of our customers."