Thinking Locally, Acting Globally—ESET, Cybersecurity And Global Ethics

Businesses are no longer judged solely by their financial success. Ethical considerations—ranging from corporate transparency to social responsibility—play a crucial role in shaping a company's reputation and long-term sustainability in the global, hyperscale economy.

Business ethics refer to the principles guiding corporate decision-making, ensuring companies act with integrity, accountability and fairness. Yet, as companies continue to expand across borders—making the globe feel smaller—the basis of ethical decision-making becomes more and more complex. What may be considered ethical in one country might not align with cultural or even legal standards elsewhere. This is where global business ethics become essential to ensuring that companies operate responsibly, not just within their home markets but on a global scale.

What Is Global Business Ethics?

Unlike business ethics, which often focus on internal policies and industry regulations, global business ethics considers the broaer cultural, social and economic landscapes in which a company operates.

Key Challenges In Global Business Operations

The challenge isn’t just about compliance—it’s about creating business strategies that balance ethical responsibility with global operations.

ESET: A Global Cybersecurity Leader Navigating Business Ethics

Slovakia-founded cybersecurity company ESET has built its reputation on protecting digital assets in over 200 countries and territories. With security solutions localized in more than 30 languages, ESET understands the importance of blending global standards with local expertise.

Unlike many multinational tech companies that operate from a top-down approach, ESET’s success stems from deeply integrating regional cybersecurity threats into its global strategy. This balance between localized awareness and worldwide impact is at the heart of ethical business leadership.

The Ukraine War: A Case Study In Thinking Locally, Acting Globally

For example, when the war in Ukraine began, cybersecurity became a front-line defense mechanism. ESET was among the first to detect and report real-time cyberattacks, giving businesses and governments crucial intelligence to prevent further damage.

Samantha Serpa (pictured), senior director of marketing for North America, described ESET’s ethical response in an interview with CRN, stating:

"ESET has conducted extensive research on the impact of the Ukraine war on cybersecurity, and we would be happy to share some key learnings and insights with the broader community."

ESET’s response included three prongs, merging real-life information with its commitment to global ethics. First, the organization addressed cyberthreats in real time with active intelligence. “We were one of the first companies to publish research on the real-time wiper attacks happening in Ukraine in the early stages of the war,” Serpa said. “This provided critical intelligence to help organizations defend against these emerging threats.”

Second, ESET committed to protecting critical infrastructure. “ Our researchers detected and reported on attempts to disrupt the Ukrainian energy grid, allowing us to help protect critical infrastructure,” she said.

Third, the company took a stand for ethical business. “Beyond the frontlines, ESET provided free cybersecurity resources and tools to help Ukrainians stay safe online during the conflict,” Serpa added.

But in perhaps one of the global cybersecurity’s most significant ethical decisions came at a financial cost—choosing to withdraw from the Russian market. “ We also made the difficult decision to withdraw our business from Russia, despite it being a significant market for us, as we felt it was the right thing to do ethically,” Serpa explained.

ESET’s response is a prime example of thinking locally while acting globally using regional insight to protect people, inform international cybersecurity strategies and make ethical business decisions.

Why A Global Mindset Matters For Ethical Business Leadership

ESET’s commitment to ethical business extends beyond cybersecurity. Its work in corporate responsibility was recognized when the company received the 2024 CRN Woman of the Year Community Impact Award.

Serpa explained how corporate responsibility aligns with business goals, stating:

“ESET doesn’t just think globally—we act locally by supporting the communities we operate in. Whether it’s providing cybersecurity resources to those affected by war or investing in local community programs in San Diego, we believe ethical business practices should be ingrained in everything we do.”

Companies can align their values with global business operations without sacrificing growth. Ethical decision-making via CSR initiatives can be a business driver, not just a feel-good initiative. ESET’s support for local community programs reinforces that business ethics can strengthen brand loyalty and customer trust. Here are some ways organizations can think locally to build ethics globally:

Embed Ethics Into Strategy, Not Just Policy

Ethics drive real business decisions, not just corporate statements. Whether it’s exiting unethical markets or making security tools accessible to vulnerable communities, ethical considerations must be woven into long-term planning.

Leverage Local Insight For Global Impact

Companies can prioritize local expertise in their global operations. Regional offices, cultural context and on-the-ground teams should have a direct line to leadership, ensuring global strategies reflect real-world needs rather than abstract boardroom discussions.

Align Corporate Responsibility With Business Growth

CSR becomes integrated into business operations rather than treated as an afterthought. Ethical initiatives that serve communities and customers create sustainable value—not just for social good but for long-term profitability.

Prioritize Ethical Leadership At All Levels

Ethics shouldn’t be confined to leadership—it should be embedded in company culture. Encouraging diverse leadership, regional decision-making and community engagement ensures that ethical considerations remain a core part of global business strategy.

Ethics As A Competitive Advantage

ESET’s approach to business ethics demonstrates that companies don’t have to choose between profitability and doing what’s right—they can scale local ethical decisions into global strategies.

Rather than enforcing a one-size-fits-all model, businesses should embrace localized insight, cultural awareness and ethical responsibility as drivers of global impact. The key takeaway? Thinking locally while acting globally isn’t just an ethical choice—it’s a strategic advantage for businesses that want to thrive in an interconnected world.

The Inclusive Leadership Newsletter is a must-read for news, tips, and strategies focused on advancing successful diversity, equity, and inclusion initiatives in technology and across the IT channel. Subscribe today!