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The soul of business

Michael Czinkota (McDonough School of Business, Washington DC, USA)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 10 April 2017




The purpose of this paper is to analysis the relationship between business ethics and business activities in the dynamic world. Corporations are increasingly expected to play a stronger role as a collaborator with government and society in finding solutions to future challenges. Money no longer is the only or ultimate outcome of business. Business executives like to see themselves as self-sufficient, societally supportive and leading.


This paper is a case study.


Four new core areas need to be understood which are a field’s pillars for a shining business position: truthfulness, simplicity, expanded participation and personal responsibility. In addition, the introduction of guiding key tenets in the educational curriculum of business schools need to be considered.


This study focuses on business ethnics.



Czinkota, M. (2017), "The soul of business", Qualitative Market Research, Vol. 20 No. 2, pp. 226-229.



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