Through the analysis of a representative sample of schools' behaviour management policies, we argue that there is a philosophical and tangible tension between the competing views on what ought to be the motivation and rationale for schools to promote good behaviour in England. Our research suggests that typical secondary schools usually opt to establish academic achievement as the moral principle upon which they seek to build a rationale for desired attitudes and behaviours in their pupils. We conclude with a recommendation for the adoption by schools of a more virtue-oriented approach to their behaviour management policies.