An ethics crisis and corporate failure in food and beverage companies. evidence from Zimbabwe

Lack of adherence to ethics and principles appears have been one the main causes corporate financial distress around world. A lot unethical practices contributed revenue leakages reluctance by investors buy a stake in industry. The prevalence practices, illegal behavior, illicit deceptive food beverage companies is an unsolved issue. aim research was find out effect ethical problems on company’s performance high failure rate brands has given researcher interest investigate impact company. Due diverse nature industry, action inquiry 20 interviews 100 questionnaires conducted. mixed method convergent approach used analyse collected data using interviews. Findings from study that there strong positive relationship between conduct employees, managers, business manufacturing results show branding significantly enhances firm's reputation; good reputation reinforces brand turn. Ethical can provide company with differential advantage as growing number consumers become more ethically conscious. It therefore recommended that, issues should be considered all departments embedded into total quality management processes organization it affect potential customers.