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As in other countries, the accounting profession in the United States strives to hire and keep qualified professionals, who possess the technical competence and ethical character essential to accounting practice. The reputation of the profession has been periodically tarnished by a lack of ethical behavior on the part of some Certified Public Accountants (CPAs). This suggests a misfit between those in the profession and the ethical values toward which the profession strives. When CPAs commit unethical behavior, doing so creates a major problem for the profession. Research has shown that the congruity of personal values with organizational values, person–organization fit (P–O fit), is an important factor in the hiring, socialization, and retention of employees. This research compares the personal values of US accounting students with the personal values of leaders in the accounting profession. Personal value priorities were measured with the Rokeach Value Survey (RVS). The findings indicated that these samples of accounting leaders (N = 193) and accounting students (N = 516) significantly differed in the priority given to 24 of the 36 personal values. This result suggests a lack of P–O fit between accounting students and the accounting profession. These findings have implications for CPA firms in the United States, specifically with regard to hiring ethically “fitting” staff and fostering an ethical culture in accounting firms.

Using a sample of 304 Certified Public Accountants (CPAs), this paper investigates gender differences in moral development and personal value preferences of CPAs. We used the Defining Issues Test (DIT) to measure moral development, the Rokeach Value Survey (RVS) (Rokeach, 1973) to determine value preferences, and the Musser and Orke (1992) typology to determine value type preferences. The typology analysis indicates that all CPAs in our sample prefer personal values to social values. From an overall ethical predisposition standpoint, males and females are more alike than different; yet, there were a few notable differences. Specifically, males prefer competence values and females have higher preference for moral values. For example, while male CPAs exhibit higher priorities for the competence values of imaginative and logical, female CPAs exhibit higher priority for the moral value of loving. We also find a gender effect for moral development, where female CPAs significantly outscore their male counterparts.

Introduction: Human values serve as the foundation for human society. To establish and safeguard our family and community, we practice values such as friendship, love, wisdom, self-control, responsibility, forgiveness and so on. The philosophies of society and life are guided by values. They are necessary for the establishment of social bonds and norms for acceptable behaviour. Values are drawn from socio-cultural and prophetic ideologies. However, the meaning of values varies from person to person, whereas institutional values are more strict and less malleable in nature. Person’s values are shaped by their experiences in a variety of fields, and those values change through time and from different perspectives. Children are growing up in a world that is used to frivolous spending and impulsive purchases as the result of consumerism. Parents in a nuclear family are preoccupied with their jobs and often do not spend quality time with their children. As a result, they try to make up for it by giving their children expensive gifts; children are receiving abundant luxury before asking for it, so they begin to place value on material things and develop little or no emotional bonds. On top of that, these young minds are becoming exposed and addicted to the cell phones and other technological devices. The young children are becoming numb to their surroundings and relationships, and as a result, they are being immersed in a fantasy world of their own makings. The upshot is that these young people build their own universe that is nonrealistic and disconnected from the rest of the world. When these children grow up, they continue to live in their own make-belief world. They become egotistical, with little emotional attachment, loyalty, respect, sensitivity or devotion to other people or things. They are becoming increasingly distant, anxious, troubled and unstable in their personal life due to their high ambitions, thirst for more, attachment to luxury, lack of commitment to relationships, contempt for standards and conventions and separation from other connections. This impacts their personal and professional lives. Research says that the majority of professionals and teachers in Management Schools feel stressed due to target pressure, fear of failure, managing their work-life balance, etc. and often succumb to depression as well as death due to this. The goal of modern management education is to help students develop holistically. However, the challenge is do the teachers themselves believe in the Life Values that they are supposed to inculcate among students. Many good B-Schools are developing programs to teach their students these ‘life-skills’. Are they, however, truly fruitful? Is it possible to create a sustainable young generation that is psychologically robust and capable of overcoming life’s challenges?

Purpose of the Study: The chapter follows the Rokeach Values (instrumental and terminal values) system as a framework for study. The study has examined the (i) pattern of the locus of control (LOC) of professionals and teachers and (ii) relation between LOC and work value and its’ importance in two occupational groups, viz. teachers and professionals of a company and tries to understand their importance to build a sustainable career. The purpose of the study is to realise the perspectives of different stakeholders in society, such as corporate and academicians, about the life values needed to be developed among young budding managers, which will result in a sustainable business.

Research Methodology: A mixed method approach of research methodology will be followed to understand the role of the value system in creating a sustainable young generation. This chapter will administer a questionnaire to gauge professionals and teachers who have grown up in the modern environment of getting ‘anything, anywhere, anytime’, and through some in-depth interviews, it will try to understand their perspectives about the importance of values in their life.

Scope of the Study: This chapter will focus on the young professionals and young teachers and the influencers in their life, as they will be molding the business decisions and decision makers, respectively, of the future.

Originality and Values: The chapter is original in nature, and it will attempt to define ‘life skills’ differently through the lens of sustainable values that must be acquired in order to produce a sustainable future.

Outcome: Work values are culture-specific. The chapter suggests that by changing the importance of path values and terminal values of their human resources towards more internal control can help the organisation to solve some human resource problems as well as improve the organisational performance to achieve sustainable behaviour. This research will help to provide an insight into the difference between skills and values. The aim is to highlight that skills pursued without values can never attain the sustainable world which is the urgent need of the hour. It will also serve as a guide for the management of colleges in terms of which values and skills should be instilled in their teachers to build a sustainable future so that they can disseminate the same to the students and how this might be accomplished.

Prior studies investigating the relationship between moral reasoning (as measured by the defining issues test, DIT) and political orientation have rendered mixed results. We seek to find an explanation for these mixed results. Using responses from a sample of 284 practicing certified public accountants (CPAs), we find evidence that value preferences underlie both moral reasoning and political orientation. Specifically, we find a statistically significant inverse relationship between moral reasoning and conservatism in univariate tests. However, this relationship is no longer significant when eight individual value preferences and gender are taken into account. These results suggest that variations in moral reasoning scores of CPAs are accounted for by their value preferences, which also underlie their relative conservatism.

This research examines the effect of people interaction on value creation of tourist experiences by reconstructing a scale of value perception. It gathers a set of on-site survey data collected from tourists visiting Norwegian Arctic destinations that contain 579 useful questionnaires. A 19-item value measurement is first validated by confirmatory factor analyses (CFA) that results in a 13-item, five-factor parsimonious model. The CFA results also suggest a high-order factor solution; it finds two convergent factors explicated by five value domains. The derived high-order factors are labeled as tangible value and intangible value. Further analyses show significant relationships between experience values and people interaction. That is the intangible domain of value could create significant mediating effect on people interaction. Specifically, novelty and social values tend to moderate tourist experience. The conclusion furnishes implications in theory advancement and service innovation along with suggestions for research study.

Missing in most of the research on selling has been an examination of the process from the point of view of the customer. When satisfaction in selling has been considered, researchers have focused on the satisfaction of the salesperson with his job and/or the impact of this job satisfaction on performance (e.g. Bluen, Barling & Burns, 1990; Churchill, Ford & Walker, 1979; Pruden & Peterson, 1971). To concentrate on salesperson performance while neglecting customers is to ignore the most important half of the relationship between buyers and sellers and entirely disregards the marketing concept and the streams of research in customer satisfaction. This research takes a different approach and examines customers’ satisfaction with salespeople.

Scholars acknowledge the crucial role of values in influencing behavior and market choices. This paper examines the role of consumption values in influencing destination image and travel behavior by proposing a destination image formation model. Having as theoretical base the means-end chain theory and the theory of consumption values, the model suggests that destination image is a function of five consumption values and that these in turn influence travel behavior. The essay discusses some pertinent issues with respect to the measurement of such values. This involves conducting in-depth interviews based on the laddering technique, developing a structured questionnaire based on data from laddering, applying fuzzy logic to quantify the consumption values, and finally using k-means clustering to define segments of travelers holding similar images of the destination.

The paper emphasizes that combined use of a qualitative data collection method such as laddering with a structured questionnaire is an effective way of researching consumption values and their influence on image and travel behavior. The study also discusses a k-means clustering approach to define segments of travelers holding similar images of a destination and the degree of membership of travelers to each value. The paper concludes that segmenting travelers based on their consumption values enables destination marketers to better understand travelers' behavior. Value research has particular application for market analysis, segmentation, destination product planning, and promotional strategies. This paper contributes to the very limited number of studies that analyze the influence of consumption values on destination image and travel behavior. The theoretical frameworks and methodological approaches that the paper proposes are also new contributions to destination image studies. However, the paper does not empirically test the theoretical frameworks and methodological steps. To contribute further to this field of study, scholars should attempt to empirically test the approaches that the study discusses.

Social enterprises are becoming more and more important for social inclusion and reduction of poverty. Many countries world-wide have accumulated valuable experience in organization of social entrepreneurship and finding innovative approaches which are also analyzed by academic researchers and discussed on international level. Aim: To identify the specific value segments among consumers of Latvian social enterprise products and services in order to provide practical recommendations for implementation of consumer-focused marketing strategies and more effective communication patterns based on an in-depth understanding of the values within the target audience. Methods: The analysis of previous conducted research and scientific publications, analysis of social enterprise consumer survey results, for survey data analysis are applied analysis of descriptive statistics indicators of central tendency or location – arithmetic mean, mode, median, indicators of variability or dispersion – range, standard deviation, standard error of mean and cluster analysis. Results – The results of this study provided detailed descriptions of the respective segments from the demographic point of view, outlined their shopping behavior, preferences for information channels, which altogether form a comprehensive set of practical recommendations for Latvian social enterprises for more effective communication with consumers as well as for public authorities looking to increase the awareness about social entrepreneurship within Latvian society. Implications: The possible applications of research results for organization of work of social enterprises including application of digital marketing. Originality of This Chapter: Since the academic research has only relatively recently started paying attention to the specific marketing aspects of social entrepreneurship, this innovative study contributes to a persistently growing and valuable body of literature which will serve as a guideline for both social enterprises as well as public authorities seeking to find more effective communication strategies.

This chapter aims to explore relationship between individual values and holiday preferences. Values as standards of assessing behaviors are often used in tourism research and have been connected to tourists’ behaviors and activities preferences. In this chapter, Schwartz Value Survey (Schwartz, 1992) was used to determine individual values. Holiday preferences were evaluated on a Likert scale using two separate lists: types of destination (e.g., seaside, city) and forms of holiday (e.g., local, short). Sample consisted of 120 university students in Serbia. Results show that there is a correlation between values and holiday preferences. Implications are further discussed in the chapter.