Abstract
This article clarifies the relationship between profits and principles by distinguishing four alternative perspectives: the win-win perspective in which ethical behaviour generates the highest profits; a licence-to-operate perspective in which a minimum ethical performance is required to receive legitimation from the society; an acceptable profits perspective, in which an acceptable profitability is required to assure the financial continuity; and an integrated perspective. These four perspectives are illustrated by statements from Shell reports and from interviews with managers of a large European retail company.
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Graafland, J.J. Profits and Principles: Four Perspectives. Journal of Business Ethics 35, 293–305 (2002). https://doi.org/10.1023/A:1013805111691
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DOI: https://doi.org/10.1023/A:1013805111691