This document discusses the importance of ethics and values in governance and business. It notes that establishing a code of ethics and clear values helps organizations set standards of conduct for employees and builds trust. An effective ethics program clearly communicates values, provides training and guidance, and monitors adherence through accountability. Such programs support ethical decision-making and encourage employees to speak up about issues or concerns. Embedding values and ethics throughout an organization's culture and operations can benefit the business through greater trust, reputation, and performance.

1. Gaining Trust through Governance
Standards in Sport
Manchester 2017
Philippa Foster Back CBE, Director
Institute of Business Ethics
1 © IBE
...doing business ethically...
...makes for better
business

2. © IBE
About the IBE
The IBE was established in 1986 to encourage
high standards of business behaviour based on
ethical values.
Advice
Publications
Training
Forums
Research
Education
 www.ibe.org.uk

3. Governance
Standards of Conduct
It is important that all employees should know what
standards of conduct are expected of them. We regard it
as good practice for boards of directors to draw up codes
of ethics or statements of business practice and to publish
them both internally and externally
1992 The Committee on the Financial Aspects of Corporate Governance

4. Governance in Sport
© IBE4
Raising expectations……

5. Building a trusted organisation
Values
Behaviours
Ethics & Culture
Conduct
© IBE
Trust
&
Reputation
Financial &
Operational
Performance
Application of ethical
values
to behaviour

6. © IBE
Values Pyramid
CompaniesIndividuals
Professions
Society

7. Values in organisations
 All organisations operate on the
basis of core values – implicit or
explicit.
 The best include ‘business
values’ and ethical values.
© IBE

8. © IBE8
Customer focus
‘Business’
values
Ethical values
Courage
Openness
Integrity
Transparenc
y
Honesty Efficiency
Profitability
Quality
Trust
Custome
r focus
Forward
thinking
Performanc
e
Reliability
Teamwork
Responsibili
ty
Fairness
Respect
Values in organisations
Innovation

9. Values expressed in Sports
Codes of Ethics….
© IBE9
Code of Conduct for Coaches: Competence,
Trustworthiness, Respect, Fairness,
Caring, Integrity, and Responsibility
Scottish Rugby's core
values are respect,
leadership, achievement,
engagement and
enjoyment
Rugby's Core Values. Rugby's
values of Teamwork, Respect,
Enjoyment, Discipline and
Sportsmanship are what
makes the game special for
those who enjoy the
environment and culture they
create. They define the game
and define England Rugby.

10. Values and the Organisation Model: How
do values have an impact?
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Core ethical values
Expressed in an
Ethics Policy and
Code
Influences
conduct
&
decision
making
Reinforces a
culture of
trust &
integrity
Supported by an
effective ethics
programme
individuals
company/organisation
Basis of a
Sustainable
Organisatio
n Model
The way we
do things
around
here, i.e. our
culture
&

11. Decision-making
 What to do when
 the pressure is on
 you hear someone say ‘but everyone else does it’
 or ‘no-one will ever know’
 Apply a decision making tool
 gives consistency
 reduces risk
© IBE

12. IBE’s ethical tests
in decision-making
 Transparency:
Do I mind others knowing what I have
decided?
 Effect:
Who does my decision affect or hurt?
 Fairness:
Would my decision be considered fair by
those affected?
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13. Speaking up (whistleblowing)
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14. The Aim of a Programme
… ethical values expressed in a code offer a
framework for the logical analysis of dilemmas
which emerge in the course of day to day
activities …
... and therefore helps employees make better
decisions especially when under pressure
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15. © IBE
Elements of an effective programme
Communication
&
Awareness
Campaigns
Supporting
Context &
Culture
Code of Ethics
• The Way We
Work
• Business
Principles
• Our
Commitments &
Standards
Training
&
Reinforcement
Monitoring
&
Accountability
What, why, how;
understanding as
well as information,
how to ask for help,
seek guidance,
Speak Up etc,
Leadership
example;
decision-making;
strategy; polices;
resources,
business goals;
compliance; CR,;
Speak Up…
Guidance for staff on
expected behaviours,
how to deal with day
to day ethical
dilemmas, how to
raise issues
Recruitment;
induction; on-line
& face-to-face;
dilemmas; debate;
appraisals;
incentives and
remuneration
Surveys, internal
audit, stakeholder
engagement;
business review;
external audit
Embed Values  Influences Conduct & Behaviour
Ethical Values
Reflected in the business model, purpose, strategy, governance
and decision making process in the organisation
Embed, Implement, make operational with
feedback loops to build in learning and
improvement
....doing business ethically
makes for better business….

16. Living Values…
© IBE16
Lawn Tennis Association

17. Some red flags
If you hear someone say any of these, you can
expect something unethical is probably about to
happen!
 “Well, maybe just this once.”
 “No one will ever know.”
 “It doesn’t matter how it gets done as long as it gets done.”
 “Everyone does it.”
 “Don’t worry, it’s part of the culture.”
 “Shred that document.”
 “We can hide it.”
 “What’s in it for me?”
 “We didn’t have this conversation.”
 “I don’t want to know.”
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18. Summary
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19. What elements in a failure of
values lead to ethical lapses?
 Lack of ethical leadership and example at the top
 Paying lip service to positive ethical values
(valuing success or profit at any price)
 Fear of failure (targets, goals etc)
 Fear of raising concerns (speaking up etc.)
 Lack of support mechanisms (such as
management avoidance of issues, or no
opportunity to raise concerns)
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20. A model of opportunity…
Values
Ethics Behaviours &
Culture
Conduct
© IBE ....doing business ethically
makes for better
Trust
&
Reputation
Financial
&
Operational
Performance
20
Risk
Opportunity

21. Embedding purpose, values , ethics
and culture matters....
 Right thing to do
 Sets tone and culture
 Supports staff
 Good place to work
 Retain and recruit best quality staff
 Gain and retain trust from your stakeholders and the
public
 Gain reputation
 Self insurance, mitigate reputation risk
© IBE

22. https://www.ibe.org.uk/userassets/briefings/b_5
3_sport_governance.pdf
© IBE22

23. Q&As
Thank you
www.ibe.org.uk
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