representatives of varying professions. A construction company can certainly reject an offer to build a
plant that would serve as an environmental hazard, but can a doctor refuse to prescribe a medication that
will alleviate pain in the short-term, and kill the patient in the long-term?
Notion of corporate culture
Ethical norms and principles, common standards of business practice, and professional norms constitute
the company’s niche in the market, and a well-designed marketing strategy, including a clearly
formulated slogan of its goods and services, a logo, the company’s name, office design, dress code,
organizational structure, system of interrelations between employees, relations with partners and
management style. A company’s ability to create a corporate culture is very important for its success in
the market. Unfortunately, very few businesses in Azerbaijan realize the importance of a corporate-
culture strategy in terms of economic success.
Opinion polls conducted among Russian businesses reveal that less than half of Russian managers are
An analysis of Azerbaijan businesses reveals several examples of corporate culture successfully
Azercell and Bakcell are noted for their sound marketing strategies and their respect for Azerbaijan
market. This immense restaurant specializes in organizing wedding parties, with its slogan calling upon
the public to get married. In principle, the AZAL (Azerbaijan Airlines) logo would be rather decent, if not
for the fact that it is a copy of the logo of Turkish Airlines. CELAMIG (Center for Laser Microsurgery), a
private optometry clinic, designed a schematic model of the human eye as their logo. R.I.S.K firm
attaches stickers with both their name and logo to office equipment as a guarantee of quality service.
But very few Azerbaijan firms have an appropriate, euphonic name (i.e., AZEL, electronics, Milk–Pro,
in no way correlates to the type of services rendered or assists the consumer in understanding the
company’s activities. At least, however, they cause no real difficulties. In some cases, company names,
especially shops, confuse customers. It is very difficult, for example, to see a correlation between
Sherlock Holmes and the activities performed by a trading firm. Names such as “Blinnaya” or “Russkoye
Loto” confuse customers as to what language is being used.
These numerous, seemingly minute aspects
The Russian abbreviation for AIOC (Azerbaijan International Operating Company for Azeri-Chirag-Deep
Water Gunashli Fields) is AMOC, the English and Russian word defined as “a fit of insane love”.105
Most probably, this is why Russian-language newspapers, in Azerbaijan, prefer to use the English
Finally, we approach the very significant topic of management style. According to surveys, it is sad to
E. A. Utkin, Business Ethics, Zertsalo Publishing House, Moscow, 2000, p. 74.
Transliteration of Russian words in Azeri Latin script.
The word “amok” is well-known from a novel written by Stephan Zveig, by the same name.
the European market. They were surprised to learn that the word has no ring to the European ear.
Additionally, in some languages, the name of the make was associated with the word “swindler”. The
Soviets, in turn, changed the name of the automobile to the more euphonic “Lada”, and the brand was
successfully assimilated by the market.
the bottom. Most managers remain true to the old Soviet principle that “initiative must be punished”.
Many U.S. employers operating in Azerbaijan claim that their Azerbaijan employees are extremely well-
The world of modern business welcomes a new type of leader, one who encourages initiatives from the
bottom up, and who is prepared to overlook his subordinates’ errors in designing and implementing novel
ideas. The genuine value of this new brand leader does not lie in the fact that he or she is a skilled
decision maker, but that the person is able to utilize the initiatives of his subordinates to the company’s
implementing corporate-culture strategies.
SELF-ASSESSMENT QUESTIONS TO CHAPTER X.
PROFESSIONAL ETHICS, FREE PROFESSIONS AND CORPORATE CULTURE
The questions below are designed to assess your understanding of the material.
Notion of professional ethics and free professions
Please describe the concept of professional ethics and its underlying essentials.
Please define the phrase, “representative of a free profession”.
What are the differences between the ethical obligations of representatives of free professions, and
solicitation, advertising, and professional freedom?
What components of corporate culture should your company introduce?
1. A nurse working at the optometry department of a hospital has learned that she needs to undergo minor
surgery for a small bone tumor on her foot. She has already made arrangements for the surgery with a
surgeon from another hospital where she used to work. The nurse does not want to take leave so as not to
lose pay, and decides to change shifts with her colleagues. She can work extra nightshifts and receive
several days off. The nurse believes that her surgeon is suggesting too lengthy a rehabilitation period after