Most corporations give lip service to living ethically, but the most important value is always the bottom line. This approach to business has far reaching impact. It affects how we deal with other companies and other nations. One of the most compelling arguments for free trade is that it will improve the quality of life for everyone, but it's hard to convince people of that when they think their jobs will shift to the cheaper labor market. The zero-sum game also determines how businesses treat their employees.
Business is a constant battle.
There can be no slacking. Morris's paradigm provides an attractive balance. There is a growth in the business market of companies that at least talk about recognizing that profit is not the be all and end all. Treat your customers well, treat your employees well, and the profits will come. Strive only for profit, and you could lose your customers and employees.