Virtue ethics is regarded as the key in search of moral excellence among corporations. Yet, there are limited works to empirically investigate what virtuous character morally good corporations is expected to exhibit in the course of business from the perspective of customers. To fill this gap, we argue that customers are to evaluate firm’s virtuous character using Confucian cardinal virtues (ren, yi, and li) and perceived virtuousness determines customer loyalty. We test this argument using a sample of 276 Hong Kong (...) Chinese. The result suggests that a corporation not only has to offer a good value and high quality to customers but also needs to develop and acquire virtuous character in retaining customer loyalty. Firm has to embrace ren, yi, and li as the primary business goal. In fact, they are not the means but the end in themselves. The continuous pursuit of these cardinal virtues at the firm level not only establishes proper corporate values but also enables a firm to act morally in the course of business. Such kind of firm is known as junzi corporation. (shrink)

With the growing importance of China and other Asian economies in international business, both executives and academic researchers are eager to understand the unique aspects of Asian business practices. Extant literature suggests that market orientation has a positive effect on firm performance in China. However, the moral and social norms in China are very different from those in Western societies; a business orientation developed based on Confucius ethics, a core Chinese philosophy that affects China and many Asian economies, should provide (...) an alternative, or even better, explanation of Chinese companies’ business practices and successes than market orientation, which is developed in the West. On the basis of content analysis of ancient Chinese literature and case studies of recent events in Asian, this paper aims to propose Jun-zi orientation as a more cultural-specific organizational orientation alternative to market orientation for use in East Asian business context. Specifically, this paper provides extensive literature review on Jun-zi concept, a major concept in Confucianism and its five virtues. The effects of Jun-zi orientation and its five virtues on different aspects of business performance are also discussed. (shrink)

This paper is aimed at investigating the differences in ethical perception between Mainland China and Hong Kong through qualitative analysis. The level of idealism and relativism of the informants are measured quantitatively. The qualitative analysis of the viewpoints of participants from Hong Kong and other Chinese cities offers a profound understanding of ethical perception. Contradicting previous studies, our research offers a fresh perspective, indicating that those with high idealism are not always the ones who condemn misconduct or advocate for whistle-blowing. (...) Interestingly, we noted that individuals with high relativism frequently consider and emphasize alternative perspectives, rather than merely condemning or advocating misconduct and whistle-blowing. Conversely, those with low relativism frequently exhibit more anger, regardless of their stance. This discovery suggests that high relativism could be beneficial for facilitating communication between conflicting parties. (shrink)