= doing the morally correct thing, and profit driven is not always priority
- many established busiess have long made a point of ethical background. eg. cadbury
- but even here difficult decisions may have to be made. such as closing factors and reopening in another country.
--> the ethical solution would be to help the redundant find new jobs
SHORT TERM: interests of different stakeholders may conflict giving more resources to one reduces those available to another fighting over the shrare.
LONG TERM: working together different stakeholders may improve the performance of the business
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