When price and quality are similar, ethical standards and corporate stability are important decision drivers when choosing to do business with one company over another. That’s what key decision makers in North America are saying according to a survey by Doremus, the business communications company, and the Financial Times.
Slightly fewer executives felt the same way in Asia. And in Europe, reliance on ethical standards as a decision-making factor trailed by more than twenty percentage points. A majority of Europeans feel ethics are important, but of little use as a differentiator.
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