MAL 19/17 (MARKETING AFRICA) | Page 73

As they say, in the event that the fiduciary duties of care, loyalty or obedience are breached, the individual breaching the duty is potentially liable to the company for any damages caused as a result of this breach. The fiduciary duty applies to all board members, employees and those assigned responsibility by the board. As a matter of fact, the duty of care is very broad. It requires directors, managers and staff to exercise ordinary reasonable care in performing their duties. They must exhibit honesty and good faith. They must act in a manner which they believe to be in the best interest of the company, and with such care, including reasonable inquiry, as an ordinary prudent person in alike position would, under similar situation. The “business judgment rule” protects officers and directors from personal liability for actions made in poor judgment as long as there is reasonable basis to indicate the action was undertaken with due care and in good faith. On duty of loyalty, the responsibility of directors and staff is to be faithful to the company which they serve. In other words, directors and staff must give undivided allegiance to the company when making decisions affecting the company. Personal interest should not conflict with company interest. If they do, then the one of the company holds. Examples of personal interest may include outside business, professional or financial interests etc. Where there is potential conflict of interest, directors and staff are expected to disclose and even avoid attending meetings where such matters are being discussed. Lastly, under fiduciary duty, directors and staff are expected to be obedient to the company. This calls for duty of obedience. This requires directors and managers to act in accordance with the company’s articles of association and related by-laws. In conclusion, a board and managers must be conversant with the need for compliance and guidelines in their industry. This makes them be able to act on a fully informed basis. It reinforces the importance of duty of care, oversight, and fiduciary responsibility. Felix Owaga Okatch is a Multilateral Trade Expert and author of ‘Marketing Management, Integrated Perspectives’ published by Kenya Literature Bureau. You can commune with him on this or related issues via mail at: Okatchfelix@ gmail.com. Views expressed herein are personal and made for academic and educational purposes only.