The ACES Institute has unveiled a new research publication, “Doing Things Right, Doing the Right Things: The Scramble for the Soul of an Organisation,” which explores the complex balance between operational efficiency and ethical conviction in modern businesses. The study introduces the 4Cs leadership framework—Creativity, Conscientiousness, Constancy, and Collaboration—to guide organisations in embedding ethical considerations into their operations.
Authored by Ager Freddy, Timothy Benson, and Dr Shanggari Balakrishnan, the research highlights the varied interpretations of “doing the right thing” across different stakeholders, from regulatory compliance to environmental responsibility. The study argues that whilst ethical strategies may incur short-term costs, they can lead to long-term resilience and differentiation.
A case study of Letright Industrial Corp Ltd, led by CEO Ren Li, exemplifies the Constancy pillar of the framework. The company transitioned from using wood to recyclable materials like aluminium, driven by environmental concerns rather than market demand. Despite initial resistance, this shift allowed Letright to innovate and develop products like the Ombra solar smart pergola.
The research underscores the challenges of maintaining an ethical stance amid global economic and political dynamics. It concludes that organisations defining and consistently acting on their values are more likely to achieve lasting relevance. The ACES Institute, a Kuala Lumpur-based research organisation, continues to explore leadership, sustainability, and corporate transformation through its research initiatives.
