SNIP
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>Well, it's up to the company to develop a morale that can be practically used anywhere. It is my expectancy that it won't be the same morale of, let's say, Amnesty Int., but it would be best if it was published and consistent over countries. What's even better, is that (western) countries expect certain morale from their representing companies.

BZZZZZZT. They're all doing it already. It's called their "mission statement". Sounds wonderful and always full of altruism and exaltation of customers and staff. But it's all just show. Just another trick taught at MBA schools.
By the way... at MBA school they don't teach student how to lie, but rather to never tell the truth.