van Nimwegen, TonSoeters, JosephVan Luijk, Henk2021-01-142021-01-142009-05-192004-041470-595810.1177/1470595804041525http://hdl.handle.net/20.500.12424/3992696Multinational companies face serious problems when personnel in their national subsidiaries are not acting in accordance with basic principles of ‘proper behavior’ and moral standards. In this article a description is given of the way in which an internationally operating bank has formulated four company values, in order to implement basic standards in their organization on a worldwide scale. These values (integrity, respect, teamwork and professionalism) have subsequently been diffused among the bank’s subsidiaries by means of a rollout program. This article focuses on this rollout program and the way it has been received in the national subsidiaries of the bank. Data from a comparative survey in 19 countries help to understand the dynamics of this process of formulating, diffusion and reception. The article closes with some points of discussion.Magazine/JournalengSage Publicationscross-cultural comparisonsethical dilemmasfostering valuesinternational managementPolitical ethicsEconomic ethicsCultural ethicsGovernance and ethicsBusiness ethicsConsumer ethicsCultural/intercultural ethicsArticle