Business Ethics and Filipino Values

Vitaliano Gorospe’s
Value Ranking
1. Chinese- honesty, hardwork
2. Japanese- politeness, beauty
3. American- promptness, efficiency
4. Filipino- trust in God, family centeredness
Alejo Jose Sison & Antonette Palma-Angeles
“Filipinos have a very peculiar understanding of business ethics.”
The Four Reasons (Sison-Palma Angeles)
1. Plurality of languages and ethnicities
2. Geographic fragmentation
3. Predominant Roman Catholic religion
4. A relatively short experience on nationhood
a) Plurality of Languages and Ethnicities (Sison-Palma Angeles)
 Language is significant in business transactions because when Filipino
businesspeople find out that they are dealing with a “kababayan” or
somebody who comes from his own region and speaks the same language,
the business atmosphere softens up, trust is established, and special favors
may be given to the “kababayan.”
 They also note that the significance of the Chinese language and ethnicity
especially in the world of business. The richest people in the Philippines
today are Filipino-Chinese. Surnames such as Sy, Ty, Tan, Gokongwei,
Yunchengco, and Tan CakTiong have replaced Manila’s old rich surnames
such as Palanca, Elizalde, Ysmael, and Puyat.
b) Geographic Fragmentation (Sison-Palma Angeles)
 Pertains to the fact that the Philippine nation is also an archipelago that
consists of more than 7,100 islands. Because of the waters that separate
the islands, it is difficult to travel from one province to another. There is
therefore lack of physical contact among Filipinos.
c) Religion (Sison-Palma Angeles)
 Filipinos are very religious people. The Ten Commandments, especially
those that pertain to lying and stealing, are important sources of guidance
in business affairs.
 The Filipinos are also mindful that there is an afterlife so that the present
state of affairs is less important as compared to the promise of Heaven for
those who do good and the punishment of Hell for those who do evil.
d) Short Experience on Nationhood (Sison-Palma Angeles)
 The Philippines got its independence from Spain in 1898, but it was not
actually a real independence because the era of American colonialism
 immediately came in. Even if the Philippines is labeled as an independent
and sovereign nation today, the traces of American colonialism can still be
found in the many aspects of the society’s culture, language, education,
politics, mass media, business, and other social institutions.

The Main Ethical Concerns of Philippine Society in Relation to Business

(Sison-Palma Angeles)

1. Rapid growth and liberalization of the economy

2. Inequitable distribution of wealth
3. Environmental destruction
4. Corruption
Rapid growth: (The widening gap between the rich and the poor is not reflected in the
traditional measurements of economic growth)
Liberalization of the economy: (Small businesses are eaten up by the giant
multinational corporations and the influx of foreign goods from apples to shoes to
chocolates and cellphones)
Inequitable distribution of wealth: (Economic growth and development are not
really felt by those who are at the bottom)
Environmental Destruction: (Businesses are implicated in many unethical practices
such as labor exploitation and environmental destruction)
Corruption: (Corruption not only permeates the government but also the business
institution)

Felipe Landa Jocano and the Filipino Value System

 Felipe Landa Jocano (1930-2013)

Anthropologist, teacher, scholar and author of the book Filipino Value

System (1997).
Jocano (1)
• Value is “pamantayan” in Filipino.
• He explains that the word “pantay” means “aligned” or “at the same level.”
• A value is a “standard we use as the basis for making decisions, choices, and
preferences.”
• A value is something positive and therefore desirable.
• Thus, there is no such thing as a negative Filipino value.
• Pamantayan or value has three basic elements namely:
 Halaga (evaluative core)

 Asal (expressive core)

 Diwa (spiritual core).

The Element of Halaga (Jocano)
o Accounts to why Filipinos give importance to some thoughts, attitudes and
actions while rejecting other thoughts, attitudes and actions.
o Example: The Filipino’s valuing of “protecting the face.” Because of this
we are not frank and confrontational.

The Element of Asal (Jocano)

o Pertains to a person’s character.
o Its main standards include pakikipagkapwa (interpersonal relationship),
damdamin (emotional standard), and dangal (moral standard).
o In concrete terms, a Filipino with mabuting asal (good character) is
supportive of community ideals, concerned with not hurting other people’s
feelings, and mindful of other’s welfare by doing his or her duties to
society.

The Element of Diwa (Jocano)

o Pertains to the spiritual core of the Filipino value system.
o It is closely related with the Western concept of “soul.”
o It provides the very meaning and significance of one’s actions and life
itself. In the absence of diwa, life becomes meaningless.
o It is the source of one’s strength and motivation to face all the
hardships that life brings. It is also the wellspring of one’s conscience.
It is where we encounter the Divine.

Core Traits of Successful Filipino Workers (Jocano)

PERSONAL TRAITS

1. Katimpian (self-discipline)

2. Kapunyagian (perseverance)

3. Kasipagan (industriousness)

4. Katiyagaan (patience)

5. Katapatan (commitment)

6. Kagitingan (integrity)

RELATIONAL TRAITS

1. Marunong makisama (able to get along

2. with others)
 3. Marunong makitungo (flexible)

4. Marunong makiramay (emphatic)

5. Madaling lapitan (approachable)

6. Madaling kausapin (easy to talk to)

7. Matulungin (helpful; supportive)

8. Masayahin (happy disposition; collegial)

TEAM TRAITS

1. May pagkabahala (concerned)

2. May paggalang (respectful)

3. May pananagutan (accountable)

4. May pagkalinga (caring)

5. May pakikibaka (involved)

6. May pagmamalasakit (selfless)

Ethics (Jocano)

 Ethics is not just about non-violation of a list of ethical codes.

 Ethics is about practicing values that enhance our very humanity.

Towards Developing a Filipino Corporate Culture (Jocano, 1999)

 Western Concept of Business Management- objective, impersonal,

organizational.
 Filipino Culture- subjective, personal, familial.

Hence, the clash.