Corporative Ethics and Integrity: Analysis in a Multinational Company

The objective of this research was to analyze the understanding of a company from the segment of small and medium enterprises about the importance of corporate integrity in the organizational environment and verify the value creation. The methodology consisted of a study case with qualitative approach and exploratory character, using document analysis and in-depth interviews with the executive director, managers, supervisors, and employees of the tobacco industry, covering management areas of the company participating in the study case. The semi-structured questionnaire used in the interviews was divided into four blocks. The intention was to investigate strategic management and competitive advantages; aspects related to ethics, integrity and corporate governance; reputational capital; and value creation. The results allowed identifying that the use of good management practices and a strategic planning oriented to conducting business with ethics and integrity, contributes to value creation and to the permanence of the organization in the market.