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Honorableness or Beneficialness? Cicero on Natural Law, Virtues, Glory, and (Corporate) Reputation

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  • Michael Aßländer

Abstract

During the last decade corporate reputation as one of the central efforts of corporate citizenship behavior has gained increasing attention in scholarly research, as has the way that reputation can serve as an instrument for business purposes. This poses the question of how such reputation will be achieved. To answer these questions this article examines Cicero’s considerations concerning the interrelation of honorableness and beneficialness made in his work ‘On Duties’. Based on Cicero’s understanding of universal natural law and his idea that reputation derives solely from honorable behavior and the orientation in the common good, we show that also corporate reputation is achieved only if it is based primarily on ‘honorableness’, and that reputation is lost if financial interests override the intentions of honesty of a company. Copyright Springer Science+Business Media Dordrecht 2013

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  • Michael Aßländer, 2013. "Honorableness or Beneficialness? Cicero on Natural Law, Virtues, Glory, and (Corporate) Reputation," Journal of Business Ethics, Springer, vol. 116(4), pages 751-767, September.
    • Handle: RePEc:kap:jbuset:v:116:y:2013:i:4:p:751-767
    DOI: 10.1007/s10551-013-1819-7
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    References listed on IDEAS

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    1. Rose, Caspar & Thomsen, Steen, 2004. "The Impact of Corporate Reputation on Performance:: Some Danish Evidence," European Management Journal, Elsevier, vol. 22(2), pages 201-210, April.
    2. George Bragues, 2010. "Profiting with Honor: Cicero’s Vision of Leadership," Journal of Business Ethics, Springer, vol. 97(1), pages 21-33, November.
    3. Michael Bendixen & Russell Abratt, 2007. "Corporate Identity, Ethics and Reputation in Supplier–Buyer Relationships," Journal of Business Ethics, Springer, vol. 76(1), pages 69-82, November.
    4. Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang & Da-Chang Pai, 2010. "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation," Journal of Business Ethics, Springer, vol. 95(3), pages 457-469, September.
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