The Virtue Of Business Case Study

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Introduction
The article selected for this assignment is entitled The Virtue of Business: How Markets Encourage Ethical Behavior by Rachel Kotkin. A summary and discussion of the relevance of the article will be presented.
Summary
Kotkin (2010) emphasized the importance of “ethical entrepreneurship” – a business strategy that begins with the differentiation of goods and services by first figuring out ways in which current markets are frustrating customers and then finding ways to respond to customer dissatisfaction by “selling” honesty, virtue and quality. In other words, promoting the business principle that “ethical behavior is good for long-run profitability” (p. 47).
In the article, case studies for Barnum & Bailey’s Circus, Whole Foods, and BB&T Bank, were presented to “illustrate how the market rewards virtuous behavior, even without consumers trying to do so” (Kotkin, 2010, p. 47). Barnum & Bailey’s Circus reformed the deceitful and negative reputation of the circus industry by selling tickets for reasonable prices, employing honest ticket sellers, closely monitoring their employees for dishonest behavior and requiring costly repercussions for violators, hiring private detectives to ward off pickpockets, and similar developments to improve their business integrity and market the circus as an honest source of entertainment for families. Whole Foods applies a “customer-first model” (Kotkin, 2010, p. 51) that supports the theory that if the customer is happy, then the business will be more profitable. In addition, the company advocates for environmentally friendly production methods and aims to make the world a better place while remaining profitable, by promoting animal welfare, sustainable seafood and supports the local co...

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Kotkin, R. (2010). The Virtue of Business: How Markets Encourage Ethical Behavior. Journal of Markets and Morality, 13(1), 45-58. Retrieved July 6, 2014, from http://search.proquest.com.ezproxy.trident.edu:2048/docview/1439118559?accountid=28844
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