Question 20 A company's values, or core values, concern the beliefs, traits, and behavioral norms that company personnel are expected to display in conducting the company's business and pursuing its strategic vision and mission how it will balance the pursuit of high profits against the pursuit of pleasing customers the beliefs, principles, and ethical standards that are incorporated into the company's strategic intent and business model o how it will balance the pursuit of high profits against the pursuit of high ethical standards the beliefs and operating principles built into the company's "balanced Scorecard" for measuring performance