Using social values for profit cheapens them, a new study cautions ...Middle East

Businesses sometimes align themselves with important values such as a clean environment, feminism, or racial justice, thinking it's a win-win: the value gets boosted along with the company's bottom line. But be careful, warns new research from the University of Toronto's Rotman School of Management.Using these values primarily for self-interested purposes such as profit or reputation can ultimately undermine their special status and erode people's commitment to them.

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