How to Restore Your Tainted Reputation: The Case of Volkswagen

5 Pages Posted: 8 Nov 2015 Last revised: 23 Dec 2015

See all articles by Professor Alain Ndedi

Professor Alain Ndedi

YENEPAD; ISTG-AC; Saint Monica University; University of Johannesburg; University of Pretoria

Polycarpe Feussi

University of Johannesburg; Pearson Institute of Higher Education

Date Written: November 7, 2015


The Volkswagen saga with its consequences of the rigged emissions scandal unearthed has stunning implications, namely the probability of potentially affecting people’s health, the environment, the reputation of the industry and even Germany, and more importantly the company image. In fact, Volkswagen wanted to make more profits through deceptive and illegal practices that misrepresented its cars to millions of consumers and regulators, but will be obliged to pay more than US 20 billion in the united Stated alone.

Ndedi, Yota, Mua and Kouwos (2015) recommend that the current Volkswagen situation requires an overhaul of the regulatory structure, business ethics, corporate culture, and also engineering education within Volkswagen and other companies involved in identical unethical behaviours. According to the authors, laws in business ethics and their enforcement need to be tightened so that people have something to fear within Volkswagen. With regard to capacity building, business and corporate ethics programmes are needed to capacitate the company’s workers. These programmes could then more clearly outline consequences of ethics violations, criminal charges and prison sentences; and finally unethical behaviours even when they are hidden will be punished sooner or later. In addition, there is a need for a new leadership with a different way of looking at the reality, different way of thinking and different preferences. According to the authors, this new blood strengthens the overall company gene pool by adding new mindsets and new personalities. What about the image that has been tainted? The current paper is written to answer to this question.

Keywords: Volkswagen, Reputation, Ndedi Alain

Suggested Citation

Ndedi, Alain Aime and Feussi, Polycarpe, How to Restore Your Tainted Reputation: The Case of Volkswagen (November 7, 2015). Available at SSRN: or

Alain Aime Ndedi (Contact Author)


PO Box 30069
Pretoria, Pretoria 0135
South Africa
+27 84 992 9499 (Phone)


ISTG-AC ( email )

Douala, WY Littoral 2012

Saint Monica University ( email )

P.O. BOX 132
Buea, South West
237698727474 (Phone)
23767992-0777 (Fax)


University of Johannesburg ( email )

UJ ADMINISTRATION. University of Johannesburg
PO Box 524. Auckland Park 2006.
Johannesburg, Gauteng
South Africa


University of Pretoria ( email )

University of Pretoria,
Private Bag X20, Hatfield,
Pretoria, Gauteng
South Africa


Polycarpe Feussi

University of Johannesburg ( email )

South Africa

Pearson Institute of Higher Education ( email )

United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Abstract Views
PlumX Metrics