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Building the Brand of Integrity in Cebu

Posted: 2016-03-18
Category: Events


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"Some are born smart. Some are born rich. But business ethics equalizes the playing field". This is the first prize winning entry in the slogan making contest held after the lecture in USC. The group explained that business people have different advantages over each other. But the only thing that assures their success is their observance of business ethics and their willingness to do business right.

A slogan-making contest on business integrity was incorporated in the Integrity Lecture that was held in the Theodore Buttenbruch Hall of University of San Carlos (USC) on March 9, 2016. Funded by the Center for International Private Enterprise (CIPE), the Integrity Lecture is an educational activity that aims to raise aspiring entrepreneurs' awareness on the international best practices of anti-corruption, compliance and business integrity. It was attended by more than 100 students from the four major programs of the USC's School of Business and Economics (SBE). These programs are Entrepreneurship, Finance, Human Resource Development and Management, and Operations Management.

The event is not only composed of a formal lecture but also of interactive activities and workshops for all the participants. The first activity is the Integrity Dilemma wherein students simulate some tasks related to business registration, allowing them to encounter integrity dilemmas. The next activity is called Building the Brand where the students create their company brand, designate their core values, and link their brand with business integrity. Finally, a slogan-making contest encouraged students to create a slogan that promotes business ethics and integrity.

The second prize winner of the contest designed a slogan that says, "Build a fair and just society. Say no to corruption". The group added that the slogan also forwards the values of transparency and righteousness. Finally, the third prize winner's slogan says, "Ang negosyo mo ay syota mo; lolokohin mo ba ito? Ang buhay mo ay love life mo, magpapaloko ka ba dito? (Your business is your lover; will you cheat? Your life is your love life, will you let yourself be fooled?)".

The commitment of Dean Challoner Matero, Dr. Larry Silapan, the Graduate Program Coordinator of SBE, the support staff from the USC, and the heads of the Major Programs of SBE; as well as the active participation of the students made the event a success.


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