Rot at the top
Professor from UOW's Faculty of Business believes wholeheartedly that weak leadership fosters unethical behaviour. Leaders need to be seen in action doing the right thing, not only heard.
He has written extensively on the subject, delving into the intricacies of responsible leadership in his most recent book, Leading Responsibly in the Asian Century.
鈥淚f our business leaders don鈥檛 model ethical behaviours, it would be difficult to expect their followers to act ethically,鈥� Professor Fernando says. 鈥淟eaders must live up to and demonstrate that they are ethical by the moral standards set by society.
鈥淭hey need to not only have aggressive company marketing campaigns about doing the right thing, but also 鈥榳alk the talk鈥� and show that these claims are actioned through their leadership actions.鈥�
According to Professor Fernando, recent corporate scandals in Australia highlight not only internal organisational cultural issues, but a complete disregard for the needs of their external stakeholders.
鈥淲hat is obvious is that leaders seem to have forgotten that they have a duty to be responsible to all their stakeholders, not only to stockholders,鈥� he says. 鈥淭his obsession with profit maximisation at the expense of stakeholder needs is a global problem and ethical violations are continuing across a range of industry sectors.鈥�
Professor Fernando, who has forged an academic career around responsible leadership has spent the last decade exploring how responsible executive action leads to positive individual, organisational and societal outcomes.
He disagrees with the notion that business schools should simply churn out executives to lead big companies with a socially detrimental obsession for maximising profit.
鈥淚n the recent past, business schools were charged with incubating white collar criminals,鈥� he explains. As a response, many business schools 鈥� including UOW 鈥� now teach ethics as a core subject in their business courses.
鈥淓thics is notoriously a hard subject to teach, mainly because of the subjective nature of ethics content,鈥� Professor Fernando says. 鈥淚 think we鈥檙e getting better at teaching ethics in our schools, but we still have a long way to go.鈥�
Part of the challenge, explains Professor Fernando, is teaching the 鈥榙oing鈥� part of ethics in a classroom setting.
鈥淓ven if our graduating students know what is right, in a business setting, doing the right thing doesn鈥檛 necessarily follow. Therefore building the highest sensitivity to ethical action is paramount, and it鈥檚 something we need to instil from a young age.鈥�
(Read more about Professor Fernando's background and unique insights into responsible leadership.)
Unzipping ethical fashion
Professor Fernando recently accompanied a small group of passionate students to Dubai for a project on ethical fashion 鈥� a small step in developing students鈥� ethical sensitivity to doing the right thing.
The project, funded by the Australian Government鈥檚 Council for Australian-Arab Relations, gives third-year MGNT351: Responsible Leadership students the opportunity to examine and evaluate the responsible leadership and sustainable business practices used in establishing Dubai as a premier fashion destination.
鈥淭he global fashion industry, now worth US$2.4 trillion and could be the seventh largest global economy if it was ranked alongside the Gross Domestic Product of nations,鈥� Professor Fernando explains.
鈥淲ith the threat of global challenges such as changes in population growth, human labour abuse and the increasing cost of key resources, the fashion industry has housed many irresponsible business practices worldwide.
鈥淲e wanted to show our Responsible Leadership students how business ethics could be applied to such an industry by exposing them to prevailing business practices and stakeholders in an international setting.鈥�
Third-year business student Bianca Redfern was one of five students eager to embark on the international learning adventure. 鈥淭his experience has been the highlight of my university life so far,鈥� she recalls. 鈥淔rom the moment I arrived I was immediately in awe of Dubai鈥檚 looming skyline.鈥�
The group of students visited the Dubai Institute of Design and Innovation, were treated to a cultural tour, experienced life in a garments factory, toured major fashion agency Runway Dubai and took part in panel discussions.
鈥淲e debated whether the fashion industry is caught up in a kaleidoscope of ethical issues and if students have what it takes to become tomorrow鈥檚 moral role models for fashion brands,鈥� Bianca says.
鈥淭he chance to meet with industry experts, committed academics, factory owners and students was fundamentally invaluable and provided insight into an array of issues in the world of ethical fashion.鈥�
For Bianca, the trip to Dubai was about more than just responsible leadership in the world of Gucci and couture.
鈥淎lthough our primary focus was ethical fashion, I came to understand that ethical conduct can be administered throughout so many facets of our everyday life, whether you are a student, business owner or customer,鈥� she says.
鈥淭his, however, is dependent on awareness of ethical problems. It was clear that this awareness, particularly with regard to ethical fashion, is lacking globally. Ethical leadership is so important because it looks beyond the traditional profit-driven goal that has consumed corporations in the past and which is no longer adequate.鈥�
