Journal of Business Ethics

, Volume 57, Issue 3, pp 269–284

Ethical Character and Virtue of Organizations: An Empirical Assessment and Strategic Implications


DOI: 10.1007/s10551-004-6591-2

Cite this article as:
Chun, R. J Bus Ethics (2005) 57: 269. doi:10.1007/s10551-004-6591-2


Virtue ethics has often been regarded as complementary or laissez-faire ethics in solving business problems. This paper seeks conceptual and methodological improvements by developing a virtue character scale that will enable assessment of the link between organizational level virtue and organizational performance, financial or non-financial. Based upon three theoretical assumptions, multiple studies were conducted; the content analysis of 158 Fortune Global 500 firms’ ethical values and a survey of 2548 customers and employees. Six dimensions of organizational virtue (Integrity, Empathy, Warmth, Courage, Conscientiousness and Zeal) are identified through confirmatory factor analysis, and validated against satisfaction measure. Strategic implications of virtue characters are discussed.


ethical character scale development strategy value virtue 

Copyright information

© Springer 2005

Authors and Affiliations

  1. 1.Reputation Management, and Director of the MSc in Corporate Communications and reputation Management ProgramManchester Business SchoolManchesterU.K.

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