Microsoft’s mission is to enable people and businesses throughout the world to realize their full potential by creating technology that transforms the way people work, play and communicate. The company develops and markets software, services and hardware devices that deliver new opportunities, greater convenience and enhanced value to people’s lives. Microsoft’s products include operating systems for computing devices, servers, phones and other intelligent devices; server applications for distributed computing environments; productivity applications; business solution applications; desktop and server management tools; software development tools; video games; and online advertising. The company also designs and sells hardware devices, including Surface RT and Surface Pro, the Xbox 360 gaming and entertainment console, Kinect for Xbox 360, Xbox 360 accessories and Microsoft PC accessories. Furthermore, Microsoft offers cloud-based solutions that provide customers with software, services and content over the internet by way of shared computing resources located in centralized data centres. Examples of cloud-based computing services include Microsoft Offce 365, Microsoft Dynamics CRM Online, Windows Azure, Bing, Skype, Xbox LIVE and Yammer. Across its business, Microsoft earns revenue from usage fees, advertising and subscriptions. The company also provides consulting and product and solution support services, and training and certifcation. In support of this business model, Microsoft establishes alliance arrangements with a variety of partners, though with a singular expectation.

Microsoft expects that alliance partners embrace and continually improve and uphold Microsoft’s ethical and integrity standards and operate in full compliance with all applicable laws and regulations while conducting business with Microsoft and its customers. Microsoft strives to be more than just a good company—they want to be a great company. Microsoft is committed to their mission of empowering every person and every organization on the planet to achieve more. This mission refects who they are as a company, how they manage their business internally and how Microsoft works externally with customers, partners, governments and suppliers. Microsoft’s partners are responsible for training all employees who work on behalf of Microsoft and need to ensure that all staff members involved in a partnership adhere to the ‘Partner Code of Conduct’, a document stipulating how alliance staff members should behave.

The code of conduct details on values, for example. Microsoft’s values are the foundation of their success and refect the company’s continued commitment to ethical and responsible business practices. The core values are respect, integrity and accountability. While Alliance mindset 375 conducting business with Microsoft customers, alliance partners will conduct their business practices and activities in accordance with applicable law, with integrity, fairness, respect and in an ethical manner. For instance, partners will not commit fraud or violate anti-trust laws, and they will promote fair competition and comply with tender regulatory requirements.

Furthermore, alliance staff will conduct themselves in a professional manner at all times, helping Microsoft to create an inclusive, productive, respectful and professional environment, free from any forms of discrimination or harassment. Also, partners will respect intellectual property rights, protect confdential information and comply with privacy rules and regulations. If issues arise, partners are encouraged to work with their primary Microsoft contact in resolving a business practice or compliance concerns. At times when this is not possible, partners should report any concerns about violation of the code of conduct or applicable laws to their legal department and/or their ethics and compliance offcer.

Questions 1 Tensions typically originate in values, such as those that are articulated in Microsoft’s ‘Partner Code of Conduct’. Explain what tensions are inherently associated with the code of conduct.
2 How does the ‘Partner Code of Conduct’ imprint Microsoft’s alliance managers’
mindset?
3 What tensions exists in the Microsoft–Meta alliance, and how can alliance managers cope with these tensions?