Business Report: Rolls Royce Ethical Conduct and Recommendations
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This report provides an in-depth analysis of Rolls Royce, focusing on its business practices and the ethical challenges it has faced, particularly the bribery scandal. The report examines the company's strategic business environment, including technological advancements and customer expectations. It highlights the negative impact of unethical practices on Rolls Royce's brand image and stakeholder decision-making. The analysis delves into the specifics of the bribery allegations, including the countries involved and the financial penalties imposed. The report offers recommendations for Rolls Royce, emphasizing the development of ethical codes of conduct, improved governance, and the adoption of environmentally sustainable practices. It suggests continuous monitoring of pollution levels and the use of high-tech equipment to revitalize the brand image and mitigate the impact of unethical behavior on stakeholders. The report concludes by summarizing the need for strategic actions to achieve organizational goals and strengthen the brand image.

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Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of the situation:...........................................................................................................3
Analysis.......................................................................................................................................3
Recommendations........................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
INTRODUCTION...........................................................................................................................3
Overview of the situation:...........................................................................................................3
Analysis.......................................................................................................................................3
Recommendations........................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
This project report is based on Rolls Royce which is one of the leading companies of UK
operated in automobile sector. In this, report will provide deeper insight about situational aspect
associated with Rolls Royce. It also depicts the manner through which improvements in the
analyzed situation can be made.
Overview of the situation:
From assessment, it has been identified that Rolls Royce has undertaken sound policy
framework with the motive to attain success in the strategic business environment. In the recent
times, technological advancements take place within the environment with very high pace
(Cuervo‐Cazurra, 2011). Besides this, expectation level of customers also increased in the recent
times as compared to the prior years. In this, Rolls Royce has undertaken such aspect as signal
and placed high level of emphasis on manufacturing effectual engines. By doing assessment, it
has been identified that Rolls is the one of the main engine manufacturer out of 3 which has
attained leading position in the world. However, brand image Rolls Royce has affected
negatively due to the bribery practices undertaken by it. Moreover, it is considered as highly
unethical which has direct and significant impact on company’s brand image and decision
making aspect of stakeholders (De Jonge, 2011).
Analysis
By doing investigation, it has been identified that to secure order in six countries
including Indonesia, Russia and China Rolls Royce gave bribe or used middleman. Hence,
through investigation court found illegal practices was performed by Rolls Royce. Investigation
report clearly entails that Rolls Royce paid millions of pounds in the form of bribe. Further,
allegation was also imposed on Rolls Royce that it used middleman to pay bribe and winning
civil and military deal in the number of countries. Along with this, allegation aspect includes that
Rolls paid $20 million bribe in against to persuading Indonesia’s country flag-carrier. Hence,
bribe was paid by Rolls Royce in return of doing contract that Indonesia will buy 700 engines
pertaining to its Airbus such as A330 airliners.
This project report is based on Rolls Royce which is one of the leading companies of UK
operated in automobile sector. In this, report will provide deeper insight about situational aspect
associated with Rolls Royce. It also depicts the manner through which improvements in the
analyzed situation can be made.
Overview of the situation:
From assessment, it has been identified that Rolls Royce has undertaken sound policy
framework with the motive to attain success in the strategic business environment. In the recent
times, technological advancements take place within the environment with very high pace
(Cuervo‐Cazurra, 2011). Besides this, expectation level of customers also increased in the recent
times as compared to the prior years. In this, Rolls Royce has undertaken such aspect as signal
and placed high level of emphasis on manufacturing effectual engines. By doing assessment, it
has been identified that Rolls is the one of the main engine manufacturer out of 3 which has
attained leading position in the world. However, brand image Rolls Royce has affected
negatively due to the bribery practices undertaken by it. Moreover, it is considered as highly
unethical which has direct and significant impact on company’s brand image and decision
making aspect of stakeholders (De Jonge, 2011).
Analysis
By doing investigation, it has been identified that to secure order in six countries
including Indonesia, Russia and China Rolls Royce gave bribe or used middleman. Hence,
through investigation court found illegal practices was performed by Rolls Royce. Investigation
report clearly entails that Rolls Royce paid millions of pounds in the form of bribe. Further,
allegation was also imposed on Rolls Royce that it used middleman to pay bribe and winning
civil and military deal in the number of countries. Along with this, allegation aspect includes that
Rolls paid $20 million bribe in against to persuading Indonesia’s country flag-carrier. Hence,
bribe was paid by Rolls Royce in return of doing contract that Indonesia will buy 700 engines
pertaining to its Airbus such as A330 airliners.
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In addition to this, in Brazil case regarding bribery has been found which is considered as
highly unethical. Moreover, international deal or contract can said to be ethical only when it is
gained through the means of showing sample and sound framework. However, in the present
case Rolls Royce generated contracts from approximately 7countries on the basis of bribe Thus,
by taking into account such aspect Court imposed penalties on Rolls Royce amounted to £671
million (Rolls-Royce apologises in court after settling bribery case, 2017). High Court of
London has found that allegation imposed on Rolls Royce regarding corruption is true to a great
extent. Hence, news regarding such bribe has placed negative impact on the brand image of Rolls
Royce and thereby affected decision making aspects of stakeholders (Ferraro and Brody, 2015).
Recommendations
By taking into account the analysis of situation, it is recommended to Rolls Royce to
follow below mentioned aspects:
Rolls Royce should place high level of emphasis on developing highly ethical code of
conducts or practices. Hence, by taking such action management of Rolls Royce can
control over undesirable practices. This movement of Rolls Royce will aid in the
productivity and profitability aspect of firm (Hill, Cronk and Wickramasekera, 2013).
Moreover, by following specific guidelines and rules Rolls Royce would become able to
build distinct image in the mind of concerned shareholders.
In addition to this, it is recommended to Rolls Royce to introduce the system of
governance and close monitoring of activities within the firm. By doing assessment of
international deals and contracts in against to specific code of practices owner or business
entity of Rolls Royce can assess the area that requires high control.
Besides this, higher management also needs to ensure that all the deals and contracts
performed at both national as well as international level are in line with legal regulations.
Moreover, there are several legislation such as International Commercial Law etc. which
in turn clearly reflects what is appropriate and not. Thus, by following all such aspects
undesirable practices can be prevented by the business entity of Rolls Royce.
Unethical practices such as bribe etc have greater influence on the decision making
aspect of several stakeholders such as shareholders, suppliers and customers. Thus, for
revitalizing the image owner of Rolls Royce need to take strategic action or move and
highly unethical. Moreover, international deal or contract can said to be ethical only when it is
gained through the means of showing sample and sound framework. However, in the present
case Rolls Royce generated contracts from approximately 7countries on the basis of bribe Thus,
by taking into account such aspect Court imposed penalties on Rolls Royce amounted to £671
million (Rolls-Royce apologises in court after settling bribery case, 2017). High Court of
London has found that allegation imposed on Rolls Royce regarding corruption is true to a great
extent. Hence, news regarding such bribe has placed negative impact on the brand image of Rolls
Royce and thereby affected decision making aspects of stakeholders (Ferraro and Brody, 2015).
Recommendations
By taking into account the analysis of situation, it is recommended to Rolls Royce to
follow below mentioned aspects:
Rolls Royce should place high level of emphasis on developing highly ethical code of
conducts or practices. Hence, by taking such action management of Rolls Royce can
control over undesirable practices. This movement of Rolls Royce will aid in the
productivity and profitability aspect of firm (Hill, Cronk and Wickramasekera, 2013).
Moreover, by following specific guidelines and rules Rolls Royce would become able to
build distinct image in the mind of concerned shareholders.
In addition to this, it is recommended to Rolls Royce to introduce the system of
governance and close monitoring of activities within the firm. By doing assessment of
international deals and contracts in against to specific code of practices owner or business
entity of Rolls Royce can assess the area that requires high control.
Besides this, higher management also needs to ensure that all the deals and contracts
performed at both national as well as international level are in line with legal regulations.
Moreover, there are several legislation such as International Commercial Law etc. which
in turn clearly reflects what is appropriate and not. Thus, by following all such aspects
undesirable practices can be prevented by the business entity of Rolls Royce.
Unethical practices such as bribe etc have greater influence on the decision making
aspect of several stakeholders such as shareholders, suppliers and customers. Thus, for
revitalizing the image owner of Rolls Royce need to take strategic action or move and
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introduce the same. Moreover, without any sound commitment it would not be possible
for the firm to build effectual image in the mind of customers.
Further, it is advised to Rolls Royce to undertake high tech equipments which in turn may
result into less environmental pollution (Ferraro and Brody, 2015). The rationale behind
this, now stakeholders such as government, suppliers, customers etc support to the firm
which places emphasis on the aspect of environment sustainability (Trompenaars and
Hampden-Turner, 2011). Along with this, owner of Rolls Royce should also make
continuous monitoring of pollution related aspects. By making comparison of current
pollution level with the previous level owner of the firm would become able to assess the
extent to which high-tech equipments have offered expected result or outcomes. Thus, by
making assessment of such aspect or level Rolls Royce would become able to take
strategic move or action within the suitable time frame.
Hence, by following all the above depicted aspects Rolls Royce can revitalize its brand
image to the significant level. Moreover, unethical practices have high level of impact on the
decision making aspect of organizational stakeholders and thereby productivity as well as
profitability.
CONCLUSION
From the above report, it has been concluded that Rolls Royce is required to take
strategic move or action regarding environment sustainability. This in turn makes contribution in
the attainment of organizational goals as well as objectives and helps it in strengthening the
brand image.
for the firm to build effectual image in the mind of customers.
Further, it is advised to Rolls Royce to undertake high tech equipments which in turn may
result into less environmental pollution (Ferraro and Brody, 2015). The rationale behind
this, now stakeholders such as government, suppliers, customers etc support to the firm
which places emphasis on the aspect of environment sustainability (Trompenaars and
Hampden-Turner, 2011). Along with this, owner of Rolls Royce should also make
continuous monitoring of pollution related aspects. By making comparison of current
pollution level with the previous level owner of the firm would become able to assess the
extent to which high-tech equipments have offered expected result or outcomes. Thus, by
making assessment of such aspect or level Rolls Royce would become able to take
strategic move or action within the suitable time frame.
Hence, by following all the above depicted aspects Rolls Royce can revitalize its brand
image to the significant level. Moreover, unethical practices have high level of impact on the
decision making aspect of organizational stakeholders and thereby productivity as well as
profitability.
CONCLUSION
From the above report, it has been concluded that Rolls Royce is required to take
strategic move or action regarding environment sustainability. This in turn makes contribution in
the attainment of organizational goals as well as objectives and helps it in strengthening the
brand image.

REFERENCES
Books and Journals
Cuervo‐Cazurra, A., 2011. Global strategy and global business environment: the direct and
indirect influences of the home country on a firm's global strategy. Global Strategy
Journal. 1(3‐4). pp.382-386.
De Jonge, A., 2011. Transnational corporations and international law: accountability in the
global business environment. Edward Elgar Publishing.
Ferraro, G. and Brody, E.K., 2015. Cultural Dimension of Global Business. Routledge.
Hill, C.W., Cronk, T. and Wickramasekera, R., 2013. Global business today. McGraw-Hill
Education (Australia).
Jankalová, M., 2012. Business Excellence evaluation as the reaction on changes in global
business environment. Procedia-Social and Behavioral Sciences. 62. pp.1056-1060.
Trompenaars, F. and Hampden-Turner, C., 2011. Riding the waves of culture: Understanding
diversity in global business. Nicholas Brealey Publishing.
Online
Rolls-Royce apologises in court after settling bribery case. 2017. [Online]. Available
through: <https://www.theguardian.com/business/2017/jan/17/rolls-royce-apologises-bribery-
671m-uk-us-brazil >. [Accessed on10th June 2016].
Books and Journals
Cuervo‐Cazurra, A., 2011. Global strategy and global business environment: the direct and
indirect influences of the home country on a firm's global strategy. Global Strategy
Journal. 1(3‐4). pp.382-386.
De Jonge, A., 2011. Transnational corporations and international law: accountability in the
global business environment. Edward Elgar Publishing.
Ferraro, G. and Brody, E.K., 2015. Cultural Dimension of Global Business. Routledge.
Hill, C.W., Cronk, T. and Wickramasekera, R., 2013. Global business today. McGraw-Hill
Education (Australia).
Jankalová, M., 2012. Business Excellence evaluation as the reaction on changes in global
business environment. Procedia-Social and Behavioral Sciences. 62. pp.1056-1060.
Trompenaars, F. and Hampden-Turner, C., 2011. Riding the waves of culture: Understanding
diversity in global business. Nicholas Brealey Publishing.
Online
Rolls-Royce apologises in court after settling bribery case. 2017. [Online]. Available
through: <https://www.theguardian.com/business/2017/jan/17/rolls-royce-apologises-bribery-
671m-uk-us-brazil >. [Accessed on10th June 2016].
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