The adoption of specific conflict management strategies has usually been linked to various factors, such as litigation avoidance, union substitution and the pursuit of strategic benefits. This study advances the hypothesis that actors' different frames of reference impact how workplace conflicts are interpreted and managed by unions and employers. Drawing on original data from the Brazilian banking sector, this article shows that companies and unions have different interpretations of workplace bullying. Unions understand workplace bullying as an organizational or sectoral problem inherent to labour relations in the banking sector. In contrast, employers see workplace bullying as a problem caused by individual managers. These different understandings of the same type of conflict are shaped by each actor's frame of reference and influence their responses to workplace bullying. With a pluralist or critical frame of reference, unions favour conflict management tools that try to promote structural changes in the sector. With a unitarist frame of reference, employers try to transform individual behaviour or simply remove individual managers from the workplace. Therefore, organizations with a unitarist frame interpret and respond to conflicts in notably different ways from organizations holding a pluralist or critical frame of reference.