Profits and Principles: Four Perspectives |
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Authors: | Johan J Graafland |
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Institution: | (1) Tilburg University, Room P2211, Warandelaan 2, P.O. Box 90153, 5000 LE Tilburg, The Netherlands |
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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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Keywords: | ethics licence to operate profits Shell reports sustainability triple P bottom line win-win situation |
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