Business ethics refers to the moral principles guiding companies and individuals, emphasizing the balance between profits and values for long-term success. It is vital for building customer trust, attracting top talent, and fostering a fair and responsible business environment. Ethics is metaphorically described as a balance, lighthouse, foundation, and air, highlighting its essential role in sustainable development. Key principles include not pursuing profit at the cost of ethics and integrating social responsibility into all operations. To navigate dilemmas like conflicts of interest or information asymmetry, frameworks such as the "PLUS" approach (Policy, Legal, Universal, Self) and a six-step decision-making process are provided. Practical applications extend to marketing honesty, financial integrity, fair human resources practices, and environmental sustainability. The sources underscore that while short-term gains may be tempting, integrity and kindness are crucial for a company's enduring success.

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