Corruption within the private sector has often not been dealt with in Brazil. Organizations may find corrupt acts in its operations or practices, but specific concepts and programs to avoid them are neither concrete nor clear. Some Brazilian stockholders have become aware of the risks involved in unethical procedures and are adopting the Best Practices of Corporate Governance initiative. International agencies have intensively supported organizations and governments in an effort to define policies that inhibit illegal or corrupt cultural habits throughout (...) the world, but Brazilian practitioners show insufficient response. Skepticism may indicate a lack of understanding about how an ethical leadership can guide employees, setting high standards for the organizational culture and climate, clearly defining limits of correct behavior, and creating appropriate codes of ethics. Transparency still has to be discovered as a significant tool to encourage professionalism in performance and reporting of data in Brazilian companies. In this article, we analyze the ethical behavior of the purchasing department of a multinational company in its host country, Brazil. It focuses specifically on the supplier–buyer relationship. The results indicate that despite the negative reputation Brazilians have in business ethics, a company can still develop a positive and ethical relationship with its stakeholders. Communication, transparency, compliance with the company’s code of conduct as well as the supplier’s awareness of the buyer’s code of conduct are the factors which influence the supplier–buyer relationship. Transparency can be used as a tool to reduce corruption, thereby increasing ethical behavior and company image. Good ethical behavior can help to build up a company’s image. (shrink)

Successful entrepreneurs of a large retail chain for clothing—the Lojas Renner, decided to address gender, as well as job and income generation issues, in a challenging experience that involved several stakeholders in the new markets where they established their business. In 2007 they launched the ‘Mais Eu’ social campaign aligned with the business, aiming to increase women’s professional qualifications, job and income generation. The key concern relied upon the content of the communication, in order to promote a deep adaptation to (...) regional tastes and habits, respecting the different lifestyles. The institutional advertising campaign focused on the concept of woman and her relationship with important symbols such as family, considering different phases of her life-cycle and different women’s styles. This approach nationalized the concept and the importance of women from all Brazilian regions, enabling identification and awareness. The objectives of this paper are: to present the campaign, as it could serve as a model to be replicated by other companies, in emergent or developing countries; and to analyze the campaign using the theoretical framework of the Ethics of Care. (shrink)