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The Ethical Advantage Masterclass

Moving ethics from the periphery to the centre.

Click here to view the programme agenda

Globally, there has been a quiet but dramatic transformation in the view of the corporation – from an amoral entity solely focused on maximising shareholder wealth within the parameters of the law, to a moral protagonist subject to a broader set of expectations.

Increasingly, wider questions are being asked of companies: "What is our purpose? What is our contribution to society? What values should guide our behaviour? What do we owe others; our shareholders of course, but also other stakeholders such as our employees, our customers and the communities in which we operate?" At Harvard Business School, they talk about a "new performance standard" for world-class companies, distinguished by the achievement of both  financial and ethical excellence.

While this transformation is part of a global trend, it is especially urgent and vital in South Africa because of its ethical failures, societal challenges and low trust levels.

Moving beyond compliance and CSI, this masterclass focuses on how responsible leadership and ethical culture builds trust, which in turn helps ensure sustainable, long-term relationships with employees, customers, communities, suppliers, investors and regulators. Drawing on diverse disciplines, the purpose of the course is to show how to position ethics at the heart of organisational decision-making.

Themes and Objectives:

  • How business faces a new set of expectations and challenges, and how leaders can develop more innovative approaches to ethics management 
  • How to build reputation and trust through ethics
  • How to merge social and financial imperatives to achieve superior performance
  • How to make ethics an integral part of business models, and how to turn them into a source of risk management and competitive differentiation
  • What defines and drives our ethical choices, how to build a more "ethically fit" culture in organisations and how to effect behavioural change
  • How to define and clarify ethical dilemmas, and how to practically resolve or reconcile them
  • Local and international best practices
  • Understanding ethical tools and paradigms


Gideon Pogrund conceptualised, established and now directs the Gordon Institute of Business Science's Ethics and Governance Think Tank. Working with senior South African leaders, the Think Tank's purpose is to explore, determine and influence how business can follow a more ethical approach and thereby help secure a more successful, sustainable future for the business community and the country. He is the co-founder of Ethics Evolution, a consultancy which helps corporations achieve competitive advantage through improving the ethical thinking and behaviour of their employees and whose major clients include Sanlam, Liberty, the Johannesburg Stock Exchange and the South African Institute of Chartered Accountants. He graduated from Trinity College, Cambridge University with a BA and MA in Social and Political Sciences and worked as a commodity trader for Louis Dreyfus. He is a rabbi and has participated in high-level academic, government and inter-faith forums, and he features as an international speaker and scholar-in-residence.

Booking Discounts:

Group discounts are available for 3 or more at 10%, and 5 or more at 20%.

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