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I.
Introduction:
Though corporate governance (CG) has become an extensively
researched and debated topic, unique corporate governance
issues that arise in the context of banks and financial
institutions, i e, financial intermediaries have been
generally discarded. This is a bit surprising as an extensive
survey on corporate governance [Sheleifer and Vishny 1997]
considers that corporate governance “deals with the ways
in which suppliers of finance to corporations assures
themselves of getting return on investment”. Thus, the
potential role of financial institutions in maintaining
good corporate governance standards among their borrower
clients is considered significant, and they are suited
to monitor corporate and managerial performance due to
their high (debt or equity) stake in a large number of
companies. Also in times of financial crisis or irregularities,
the macro issue of stability and efficient working of
the financial system does come to the fore, but the micro
issue of governance standards in banks (and more generally
financial institutions) themselves is rarely discussed.
This could partly be due to the fact that financial institutions,
and banks in particular, are heavily regulated. This leads
to questions about whether regulation is a substitute
for or complimentary to governance standards. But as good
governance is likely to facilitate regulation and supervision,
a case may be made for the explicit analysis of corporate
governance in financial institutions. Moreover, regulators
themselves are emphasising the need to maintain good corporate
governance standards in the entities they are regulating
or supervising [Jalan 2002]. While the market for corporate
control and regulatory restrictions are external mechanisms
of corporate governance, standards prescribed for responsibilities
of different constituents of a corporation, remuneration
and performance monitoring of executives and the audit
function are internal mechanisms. These two mechanisms
are likely to be complementary.
It has been argued that corporate governance mechanisms
would be country specific as they would depend on the
development of financial systems and funding requirements
of the industrial sector. Another related and interesting
issue could be whether corporate governance is industry
specific. While there are several corporate governance
issues that are common between financial institutions
and banks, viz, relationship between shareholders and
the board of directors, division of responsibilities between
board and management, role of audit committees, there
are several reasons which would justify separate treatment
of CG issues in financial institutions. Liu (2002) lists
the predominance of depositors who have a fixed claim
(vis-à-vis shareholders) moral hazards inherent
in banking leading to agency costs and the fear of bank
runs, as the reasons for the importance of CG in banks.
[Macey and O’Hara (2003)] highlight the unintended effects
of deposit insurance on the risk tolerance of bank managers.
It has also been argued that in the ‘new’ businesses (such
as banks or software companies) where human capital and
not physical assets are important, not ownership but access
to critical resources becomes important. Hence new governance
mechanisms would be required in such enterprises [Rajan
and Zingales 2000].
This paper argues that certain governance issues are peculiar
to financial institutions and therefore different mechanisms
would be necessary to maintain good governance standards.
While regulators and supervisory authorities seek to maintain
stability of the financial system, other mechanisms that
focus on the working of individual institutions, play
a complementary role and reduce the regulatory burden
on regulatory/supervisory authorities could be useful.
Governance in financial institutions is an important micro
aspect of the working of financial institutions. The question
of corporate governance would also be important in the
context of the relative efficacy of bank based and market
financial systems [Takagi 2000]. Corporate governance
norms become important because the market for corporate
control is not always effective. Similarly, competition
in product markets may keep management on its toes but
it cannot become a substitute for good corporate governance.
Moreover, as banks and other financial institutions are
important operators in capital markets, governance in
financial institutions is a relevant factor in the context
of effectiveness of capital markets.
The rest of the paper is arranged in two sections. Section
II analyses peculiar factors that renders CG in financial
institutions different from other entities. Section III
suggests certain mechanisms to ensure good governance
standards in financial institutions in light of the peculiarities
analysed in Section II. The paper ends with concluding
observations.
II.
Alternative Governance Mechanisms: Institutions and Markets
Transaction cost theory holds that firms have an advantage
over markets in minimising transaction costs. From the
perspective of agency theory, a firm is a bundle of contracts.
However, the contracts relevant for markets and institutions
(hierarchies) are different. While markets operate on
classical contract law, which are applicable to ideal
transactions, firms are based on law of forbearance [Williamson
1996]. Classical contract laws assume thick markets and
the identity of transactors is not relevant. Firms thus
have an advantage in dealing with situations in which
contracts are incomplete. Financial institutions can internalise
certain risks which markets do not or will not. Contract
law does not govern decisions within a hierarchical organisation.
Even courts would refuse to rule over interdepartmental
disputes within an organisation. These decisions are administrative
and the incentive intensity is comparatively low. A government
department is perhaps pure hierarchy where decisions are
fully administrative. But commercial entities operating
in a competitive market environment need to adopt a hybrid
form, which combines some features of markets and hierarchies.
Power in Financial Institutions
Traditionally, power in an organisation is associated
with the ownership of physical assets. These assets are
unique to companies and by utilising such assets cash
flows are generated. As equity shareholders jointly own
these assets, agency cost becomes an important governance
issue. However it has been argued that in new types of
firms, the power is associated with access to use of critical
resources and not their ownership [Rajan and Zingales
1998; Rajan and Zingales 2000]. Physical assets are not
important in the working of advertising agencies, consultancy
firms or financial institutions. In financial institutions
power would be associated with extending loans. While
deposit taking is an important activity of banks and quality
of service, its delivery mechanism, etc, would certainly
be important in attracting deposits – ultimately the ability
of banks to meet their commitments depends on their portfolio
management capabilities. While banks deploy their deposits
funds by way of lending and investing, the essential difference
is in exit mechanisms associated with them. In the presence
of deposit insurance with uniform premiums, what distinguishes
one bank from others is their portfolio management skills.
Governance Issues in Lending
Lending is essentially giving money today against a promise
to pay money tomorrow. As a result, identifying good dependable
clients and monitoring their performance till the loan
is repaid is a necessary banking function. This activity
is information intensive and knowledge about potential
clients is required. Lending activity inevitably involves
risk and the choice is about the degree of acceptable
risk. Loans may turn bad as a result of wrong business
decisions, which are unavoidable to some extent. But loans
may turn bad also if loan appraisal is faulty or client
performance is inadequately monitored. Loans also turn
bad if bank managers, in connivance with project promoters,
become a party to ‘looting’. It is difficult, post facto,
to distinguish between all these probable causes of loans
turning bad. It is, nevertheless, essential that the management
deal with the different situations leading to loan default
appropriately. While the first situation is unavoidable,
the second would necessitate proper appraisal and monitoring
systems, which is embedded with risk measurement, and
mitigation measures. One definition of a governance structure
as, “an institutional framework in which the integrity
of a transaction or related set of transactions is decided”
indicates its crucial importance in the activity of lending.
It would be difficult to carry out lending activity in
a sustainable manner unless the lending agency has internally
accepted norms regarding: (i) Methods of appraisal and
monitoring, (ii) An acceptable risk profile? and (iii)
Mechanisms by which adherence of (i) by all is monitored
and a set of incentives and disincentives is put in place
so it can be implemented.
In an imaginary situation where a firm undertakes lending
financed only by its internally generated funds (all equity
is raised by promoters) the governance mechanism would
consist of essentially personnel or HR functions. These
would be selecting sincere people, training them and developing
a performance monitoring system and a reward/punishment
system so that employee motivation is maintained. The
important and complex task would be to develop a unified,
institutionwide view on what is acceptable risk. The risks
would be higher in the financing of green field projects
where setting up of projects takes a long time. And it
would be necessary to distinguish between bad business
decisions and deficient performance on the part of managers.
The success in lending, essentially choosing and maintaining
of assets, is measured by the returns generated but these
would essentially depend on the internal governance mechanism.
Every financial intermediary, be it a bank, mutual fund
or insurance company, is involved in choosing and maintaining
financial assets. Where capital markets are well developed,
funds would be invested, rather than lent, in securities
of different maturities. With liquid secondary markets,
decisions can be corrected or ‘undone’ by selling these
securities. This option is not available in the cases
of loans, which are generally held till maturity.1 Mutual
Funds manage unit holders’ funds for a commission and
provide good liquidity while life insurance companies
undertake the same task with a longer-term perspective
and hence offer low or limited liquidity. But their asset
side activities are quite similar to lending and would
therefore require similar governance mechanisms. The essential
difference between lending and investment is in exit opportunities.
With the broadening of the debt market, the dividing line
between lending and investment would get blurred.
The usual CG issues such as separation between ownership
and management, or conflict of interest between majority
and minority shareholders or the relationship between
the board of directors and the executive management are
not yet relevant in the hypothetical situation under consideration.
Once we allow for deposit acceptance, public shareholding
and borrowing the above mentioned factors become relevant
and are also important in all corporations. But the importance
of HR functions, the choice of risk tolerance levels would
still remain vital for financial institutions.
Liquidity and Governance
Banks have a special role in providing liquidity to investors.
They offer short term or demand deposits to meet the liquidity
needs of depositors and deploy these funds in relatively
illiquid (but high earning) loans. These short maturing
liabilities are seen as a monitoring device available
with depositors because if not satisfied with bank performance,
they could refuse to renew their deposits [Diamond and
Rajan 1999]. With a view to maintain public confidence
in the banking system, governments in different countries
have provided deposit insurance to retail depositors.
This has helped greatly in providing a stable basis for
bank operations. However, the same arrangements create
a moral hazard problem for banks because bank owner/managers
can be tempted to take more risks. Such measures to assuage
depositors should therefore be accompanied by measures,
which would ensure that the process of asset choice and
management are not excessively risky.
Liquidity is important not just from the perspective of
investors’ preference and their risk appetite, but also
in terms of external governance mechanisms. Effectiveness
of the market for corporate control depends on liquidity
but there is a trade off between liquidity and different
governance mechanisms. Widely dispersed ownership would
improve liquidity and attract a wider class of investors.
But such wide ownership would reduce the incentives to
monitor client performance; voting by feet may become
more tempting. In such a scenario share prices become
a tool for management performance and useful to devise
management compensation packages [Holmstrum and Tirole
1993].
On the other hand, if there are large holders, liquidity
would be low but there would be incentives for these large
lenders/investors to monitor their clients, in which case,
the market for corporate control would be more effective.
When share ownership is dispersed, liquidity would be
higher but management may tend to hold effective control.
Setting Risk Tolerance Levels
Risk management is an important parameter that affects
the performance of a financial institution. Regulators’
aim is to encourage regulated entities to make correct
risk assessments, take adequate risk sharing/mitigation
measures and to hold adequate capital to bear the risk.
But how much risk an institution should bear is a prerogative
of the management or board of directors. Risk tolerance
will also influence profitability levels and volatility
therein, which makes it akin to a business decision. The
acceptable risk profile will determine business quality
in terms of products, sectors and clients. Acceptable
risk levels will not be static; they would (or should)
change in response to the changing business environment.
Different constituents in a financial institution could
have a different view on the levels of risk lenders should
accept. Borrowers themselves would like it if lenders
accept higher risks while depositors would prefer low
risks.
Setting risk tolerance limits in a dynamic context and
ensuring that business proposals accepted are in conformity
with the acceptable risk profile is crucially important
in maintaining good governance in financial institutions.
This task involves not just senior management but nearly
all employees. Selection of employees with suitable skills,
providing a performance linked compensation package and
a professional work environment are necessary to recruit
and retain talent. While compensation of senior executives
has been considered as an important aspect of corporate
governance, human resource policies pursued by companies
are considered a prerogative of managerial responsibilities.
However, given the importance of skills in financial institutions,
particularly in asset management, the crucial importance
of HR policies needs recognition. These would operate
as governance mechanism.
Governance in Banks and Non-Banks
There are several common CG issues in the working of modern
large banks and corporations. Table 1
lists such mechanisms and highlights the differences among
banks and non-banks.
Table
1: Governance Mechanism in Banks and Non-Banks |
| Governance
Mechanism |
Critical
issues |
| |
Non-Banks
|
Banks
|
| Shareholders
interest |
Interest
of minority shareholder |
Interests
of majority shareholders. Interests of large depositors.
|
| Government
regulation |
Uncommon
|
Central
bank regulation and supervision |
| |
|
|
| Concentrated
holdings and monitoring by banks |
Possible
|
Restriction
on voting rights/ownership |
| Issue
of debt |
Lenders
to monitor performance. |
Deposit
insurance. Token issues of long |
| |
Extent
of external funding |
term
(Tier II) debt. Inter-Bank holding |
Shareholders
interests are crucial in market based financial systems
such as UK and US whereas in countries such as Germany
and Japan interests of all stakeholders particularly workers
and lenders are considered relevant. Majority shareholders
own a company and the group who has a controlling interest
could run the company in ways detrimental to the interest
of minority shareholders. This is a major CG issue.
In the case of banks with restrictions on owning bank
shares (particularly on voting rights) it is easier to
control a bank with a much smaller stake. Such a situation
would arise even in the case of non-banks if equity share
ownership were widely distributed, reducing the minimum
stake required for controlling a company. However, in
the case of banks, the stake of depositors is much larger
given the high leverage in banks vis-à-vis non-bank
companies. In the interest of depositors (who get assured
interest) banks should invest in safe, though low yielding,
projects while shareholders may prefer higher risk profiles.
As regards external regulation, i e, the market for corporate
control, there are limits on holding of bank stocks in
several countries. This weakens the external mechanisms
of corporate governance. Scope for performance monitoring
by debtors too is limited in the case of debt issued by
financial institutions. Prices of debt issued by banks
could serve as a performance indicator for listed banks
though the reliability of this indicator would depend
on the depth and liquidity of such trading. It thus appears
that internal mechanisms for corporate governance are
most essential in the case of banks and financial institutions.
III
An assessment of claims of stakeholders other than shareholders
is presented in Table 2. The extent of
deposit/debt holders is computed by the debt equity ratio
which is ratio between deposit/debts and net worth comprising
of capital and reserves. In the case of insurance companies,
the policyholders claims are treated as deposits/debt.
This ratio is higher for financial institutions as compared
to manufacturing firms. It is particularly high for banks
and insurance companies. In the case of banks and non-banking
finance companies (NBFCs) the ratio would have been higher
still, before these were subjected to capital adequacy
requirements.
Table
2: Indian Financial Institutions: Other Stakeholders
|
| |
Debt:
Equity Ratio |
Employee
Costs as Per Cent of Operating Expenses |
| Scheduled
Commercial Banks |
15.4
(12.9) |
65.6
|
| Urban
Cooperative Banks |
5.5
|
72.9
|
| State
Cooprative Banks |
7.6
|
75.1
|
| Non-Bank
Finance Comps |
2.9
|
17.8
|
| Term
finance institutions |
5.7
|
NA
|
| Life
Insurance Companies |
127.8
|
40.3
( 88.1)@ |
| Manufacturing
companies |
1.4
|
47.3
|
| |
|
|
Note:
(a) Data on manufacturing companies from CMIE (2003)
Industry: Financial Aggregates and Ratios
(b) Data on NBFCs from RBI Bulletin, August 2003.
(c) Data on Banks from Report on Trends and Progress
of Banking in India 2001-02. Bracketed figure for
commercial banks is net of inter bank deposits and
borrowings.
(d) Data on Insurance Companies from Annual Report
of IRDA 2001-02. DER is the ratio between capital
and reserves to other liabilities.
@ Only for LIC. Bracketed figures include commission
to agents.
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The
importance of human capital resources and the stakes of
employees is assessed in terms of ratio of employee costs
to operating costs. It is true that this is not the ideal
way to assess the use of human capital as no dimension
of skills is taken into account.
This is largely because of the lack of availability of
data across all the categories. However, higher relative
contribution of human capital in banks and financial institutions
is noteworthy.
Regulation and Supervision
Among the factors affecting the governance mechanism in
financial institutions the most important is regulation
and supervision. This is quite elaborate for scheduled
commercial banks, which are regulated and supervised by
the Reserve Bank of India. The registrar of cooperative
societies and the RBI jointly control co-operative banks.
Measures are under consideration to bring cooperative
banks like other banking entities under full control of
the RBI. The proposed stipulations about not giving loans
to directors and obtaining RBI’s prior approval for appointment
of chief executives have become controversial. This perhaps
indicates the importance of access to loan sanctioning
mechanisms in the workings of financial institutions.
NBFCs are subjected to prudential regulations of the RBI
and are required to submit periodic returns. In the case
of insurance companies a separate IRDA has been established
in view of the entry of private sector firms. Thus there
would be three regulatory agencies, viz, SEBI, RBI and
IRDA, which would regulate the financial system. The regulation
of overlapping areas (bond borrowing by banks, trading
in G-securities and interest rate policy) and the need
to have coordination among regulators is an important
governance issue.
Employee Compensation
Bank regulators have control over the appointment of chief
executives and remuneration to full time directors. In
other companies, it is the prerogative of the board to
appoint directors and decide their remuneration. The interests
of the employee are aligned with those of shareholders
by linking compensation to financial performance of the
company. In the case of stock options, the potential benefits
depend on the level of secondary market prices. Compensation
could also be linked to other ‘real’ parametres of performance
viz profitability, productivity or collections, etc. However,
management could manipulate these parameters and hence
the importance of market price of equity shares, although
indicators other than market price of equity would be
necessary for non-listed entities.
There is virtually no link between performance and compensation
of banks and financial institutions under government ownership,
the proportion of which is quite significant. Moreover,
as regards compensation of non-director employees the
compensation level and performance linkage is wholly a
matter internal to the organisation even in private entities.
But the situation varies considerably with ownership.
While compensation is believed to be performance oriented
in private sector entities, in public sector entities
there is no such linkage. Given the importance of employee
motivation and incentive structure this is an important
factor in the governance mechanism in financial institutions
particularly in the context of lending activities.
Disclosure Standards
While accounting standards are stipulated for banks, cooperative
banks and NBFCs, elaborate balance sheet disclosures are
stipulated for scheduled commercial banks. Public disclosure
of information is geared towards shareholders. If the
entity is listed on stock exchanges, it is subject to
listing requirements such as announcement of quarterly
results and sending annual report to shareholders. The
current stipulations by stock exchanges are uniform for
banks and non-banks. The other stakeholders such as depositors
have very little access to information.2 Life-insurance
policyholders have no access to financial status of the
insurance company. Similarly, depositors in unlisted/cooperative
banks would get no information about the working of their
banks in which they have deposits.
All financial institutions that accept deposits, borrowings
from public should need to disclose information about
their asset quality, liquidity, market and other risks,
etc. It would be necessary to have a mechanism by which
relevant information on risks faced by financial institutions
is available to the public at large. The Basle II proposals
consider disclosures as an important pillar of effective
bank supervision. On a similar reckoning, disclosure of
relevant information would be important for good corporate
governance standards. Such information need not be posted
individually to depositors but could be made accessible
through newspaper advertisements or through web sites.
Putting such information in the public domain would also
facilitate monitoring by analysts or journalists. To have
proper incentives for meeting disclosure standards, entities
meeting these standards could get some benefits in terms
of say, lower capital requirements, or providing links
to executive compensation.
Concluding Observations
The relative neglect of the explicit discussion of CG
issues in financial institutions could partly be due to
regulation and supervision of these entities. However,
external mechanisms are a poor substitute for internal
mechanisms. Regulatory processes too are evolving and
internal mechanisms could complement the efforts of regulatory
authorities. The power to extend loans is most important
distinguishing feature of financial institutions. Maintaining
integrity of transactions in lending, an inter-temporal
activity, is of utmost importance. The choice of proposals,
risk assessment, project monitoring are all skill incentive
activities. Thus HR policies pursued by banks could potentially
be an important mechanism for maintaining good corporate
governance standards. It would be desirable to introduce
a performance linked compensation system in all financial
institutions.
Current disclosure standards vary across financial institutions
and are geared to provide information to shareholders.
Moreover, at present there are no disclosure standards
for providing information to shareholders in unlisted
entities (co-operative banks) and other stakeholders such
as depositors or insurance policy holders. However, putting
relevant information on portfolio quality and liquidity
and market risks in the public domain could be an alternative
mechanism to improve transparency in working of financial
institutions.
This paper has not worked out the specifics of linking
compensation to performance, performance measurement criteria
under different functional categories or information disclosure.
It also does not take into account the implications of
government ownership for governance in financial intermediaries.
De (2003) has studied links between ownership and bank
profitability, but has not found any systematic empirical
effect of ownership on profitability. Governance in government
owned financial intermediaries would raise several intricate
issues regarding interests of the shareholders vs stakeholders
when the sole or major shareholder (i e, government) is
expected to act in the interest of the public at large.
These could be areas for further work.
Notes
1 With opportunities for securitisation of loan portfolios
even this distinction will go away. However, in project
financing initial lenders may need to hold loans till
projects are implemented and start generating cash flows.
2 Only in the case of NBFCs accepting public deposits
requires to the issue of advertisements in newspapers
soliciting acceptance/renewal of deposits from public.
References
De Bikram (2003): ‘Ownership Effects on Bank Performance:
A Panel Study of Indian Banks’, Paper presented at 5th
Annual Conference on Money and Finance, IGIDR, Mumbai.
Diamond Douglas W, Rajan Raghuram G (1999): ‘Liquidity
Risk, Liquidity Creation and Financial Fragality: A Theory
of Banking’, National Bureau of Economic Research, Working
Paper No 7430, Cambridge, December.
Holmstrum Bengt and Tirole Jean (1993): ‘Market Liquidity
and Performance Monitoring’, Journal of Political
Economy, 101(4) pp 678-709.
Jalan Bimal (2002): ‘Corporate Governance and Financial
System: Some Issues’.
Liu Lawrence (2002): ‘Corporate Governance for Financial
Institutions’, paper presented at Fourth Round Table on
Capital Market Reform in Asia, Tokyo, April.
Macey J R and O’Hara M (2003): ‘The Corporate Governance
of Banks’, Economic Policy Review, Fedral Reserve
Bank of New York, April.
Rajan R and Zingales L (1998): ‘Power in a Theory of the
Firm’, Quarterly Journal of Economics, 112 pp
387-432.
– (2000): ‘The Governance of the New Enterprise’ in Vives
Xavier (ed) Corporate Governance: Theoretical and
Empirical Perspectives, Cambridge, pp 201-27.
Shleifer Andrei and Vishny Robert W (1997): ‘A Survey
of Corporate Governance’, Journal of Finance, LII (2),
June, pp 737-83.
Takagi Shinji (2002): ‘Fostering Capital Markets in a
Bank-Based Financial System: A Review of Major Conceptual
Issues’, Asian Development Review, 19(1) pp 67-97.
Williamson Oliver E (1985): The Economic Institutions
of Capitalism, Free Press, New York.
– (1996): The Mechanisms of Governance, Oxford University,
New York
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Jose
Bove, the leader of the farmers’ organization in France
called for a struggle against TNCs that exploit natural
resources. His call, while inaugurating the World Water
Conference, was at Plachimada, Kerala that has been attracting
global attention against the Cola majors. Activists called
these companies “water hijackers” that leave the local
people in drought. Justice VR Krishna Iyer wrote passionately
for a halt to exploitation of such common resources. All this
noise and other accusations do not appear to match the
pronounced philosophy of Coca Cola. The US company brings
out a citizenship report and states its belief in creating
enduring economic value along four guiding principles
of citizenship - refresh the market place, enrich the
workplace, preserve the environment, and strengthen
the community. The Indian subsidiary asserts clearly
that the product matches international standards and
that quality is a non-negotiable corporate philosophy.
It is another matter that unions in the US have filed
cases against the company for harassment and even murder
and a devoted website “Coke Watch” operates actively
against it. While the company’s assertions, counter
any wrong doing or unethical intentions, the world view
somehow is deeply pitted against it. The cloud remains
not only due to the famous waste disposal issue, but
also the pesticide residue controversy that is simmering
with the reported recommendations of the Joint Parliamentary
Committee.
As if in
preparation for the JPC recommendations, the company
has recently announced setting up of an Advisory Board
under the chairmanship of the former Cabinet Secretary
Naresh Chandra. Members include former Army Chief VP
Mallik, Deepak Parekh, SM Dutta, SK Munjal, Jairam Ramesh,
Sarod Maestro Utsad Amjad Alikhan and educationist Shyama
Chona. The Advisory Board is to guide on various issues
including corporate social responsibility and corporate
governance. In this connection, the President of the
Indian division had reportedly said “nothing is more
important to our success than integrity and a strong
sense of accountability in every thing we do”.
If one is
cock-sure as repeatedly stated on the quality parameters
and customer care, why does one need further advice?
Also, would you need Schumacher to test drive your car
and say that it needs servicing! Does one need guidance
and advise to speak truth and to choose the right path?
The sense of right and wrong arises from ethical training
and concern for society’s welfare and not out of advice.
If individuals only followed their parents’ and teachers’
advice, no one would lie, all would work diligently,
and there would be no AIDS or a market for liquor, cigarettes
or even colas. Corporate ethical conduct is the result
of deeply shared values combined with folklore of rewards
and punishments and knowing tacitly how not to harm,
in the obsession for winning competition.
Such Advisory
Boards are suspect because they are for damage control,
managing the regulators or a risk cover. In the instant
case, it hardly serves the purpose of damage control
as most consumers would not have noticed the setting
up of this Advisory Board on the one hand and where
they have, would have discounted it. Obviously, Advisory
Boards are not accountable to any one except to the
same management against whom there are charges and cases.
Shareholders, even in a public traded company, do not
have any say in their appointment or dismissal. Consequently,
an Advisory Board may advise, not advise, or give wrong
advise with impunity. It can free ride all achievements
and duck all brickbats.
Such an Advisory
Board could be used to advise, if not capture, the standard
setting system itself. Or else as a potential risk cover
for the company in the hope that it provides a fig leaf
to cover shame. This move is untested for efficacy but,
obviously a lot would depend on the size of the shame
as the fig leaf may indeed be very small and embarrassingly
apparent.
This raises
issues of reputation trading. After all why do people
accept the role of an advisor when they know their own
insufficient knowledge in the technicalities and their
lack of authority over the operations and decisions?
How do they ensure the stated importance of integrity
and a strong sense of accountability that the company
is now asserting? What would they do to regulate the
company’s operations in Plachimada and convince the
international activists, VR Krishna Iyers, local community
and the public? How would the Board ensure that the
beverage matches the international standards in bottles,
bottling, distribution, retailing, etc as the company
claims? How would they control unfair practices in preventing
competition?
If the Advisory
Board has no worthwhile role, responsibility, and value
addition, it would amount to mere sale of reputation
to be used as the buyer pleases. “Reputation stretching”
has been adopted by corporations to market fresh products
that can be sold on account of the reputation acquired
by the core product. Such strategy can also be employed
regionally – to use reputation in one region to expand
or diversify to others. However, theory has not debated
the potential of reputation stretching by individuals.
There are
two types of reputations that can be stretched. One
is the reputation arising from the providence of having
occupied a public office. That reputation in essence
belongs to the State and not the individual. Even in
the private companies, the spirit of post-separation
restrictions and contracts are not only to prevent the
transfer of intellectual property but also to curtail
the potential for such reputational trade. The other
type of reputation is primarily due to expertise or
eminence derived from one’s profession that can be easily
stretched without restrictions. This is the reason why
reputed cine artistes can lend their faces for beedies,
braces, cars, or condoms.
Reputation
stretching is indeed attractive when one realizes the
diminishing value of reputation with time, especially
for those who have left public offices. A quick move
will ensure good returns hopefully without being made
accountable for the happenings in the company. But then,
the society being smart, reputation stretching to cover
somebody’s shame as a fig leaf might actually affect
the primary asset adversely and push the curve even
lower, “fast and how”!
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