Organizational virtuousness and integrity: a longitudinal study of the Asian tsunami relief initiatives

This paper explores organizational virtuousness associated with the 2004 Boxing Day Asian tsunami relief efforts, and what influences passage of time has on the integrity of the top management. Data collected by interviewing the top management at Unilever (Sri Lanka) and Brandix on the first and third anniversaries of the Asian tsunami and other documentary sources such as media reports are used to develop two case studies. The findings reveal how passage of time has varying influences on the three attributes of organizational virtuousness and the impact these could have on top managements integrity