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British American Tobacco’s Core Values
Consumer Led
The most successful tobacco company will be decided by the consumer. To win, we must win the consumer. We are consumer led.
National Battlefields
Our ‘battlefields’ are national. This is where our consumers, trade partners, stakeholders and people are. This is where we sell cigarettes, generate cash and develop talent. This is where our brands live or die. This is BAT.
Globally Aligned
We are a global business with a global vision. We have global strategies and hard-won global scale. We must use and leverage these in order to win against global competition. To do so, requires global cohesion and discipline. A matrix organisation is the best means to ensure this. We recognise that there is a ‘tension’ in a matrix organisation. This is as it should be: business needs different viewpoints to build conviction and purpose.
Diverse Teams
We believe in the value of teams and diversity within those teams. We cherish individuality in the pursuit of the team goal. We believe individual creativity and contribution can and must flourish for us to succeed.
Good Leaders
People remember their leaders. The ones, who had time for them, listened to them, coached them, developed them and trusted them. The leaders who helped make them the success that they are. We like good leaders. They tend to be very successful themselves. Our leaders bring our beliefs to life. We must all be leaders.
Fun and Welcoming
We like working with our colleagues and we trust them to deliver. They’re smart, keen to make a good contribution and fun to be with. They are what make BAT so special. We are a welcoming and hospitable organisation. We want people to enjoy their experience with us. People feel at home here.
Fit to Fight
Our competitors are powerful and determined. We value our organizational intimacy and family-feel, yet recognise we must be no less determined or demanding of ourselves. To head the industry will take more than thought leadership and scale, we must be fit for the fight ahead, we must be quick and agile. We must each take ownership for our actions.
Consciously Responsible
We act responsibly and transparently. Not because we have to, but because we want to. We take comfort and pride in knowing that we will do the right thing and behave in the right way. We accept the costs this will incur.
