Ethical behaviour in and by businesses is often seen as a bolt-on extra - something that is nice-to-do but not must-do. Morgen Witzel argues that by flipping this view - and making ethical behaviour the cake and not just the icing - businesses can gain long-term competitive advantage. Trust and respect among key stakeholder groups, especially employees and customers, cannot be overstated in their importance to an organization's success. Trust engenders loyalty and good reputation, which in turn builds brand value. The Ethical Leader provides a practical introduction to some key concepts The Ethical Leader - Morgen Witzel od authora Morgen Witzel a nakladatelství za skvělé ceny na e-shopu Martinus. cz.