Ralph values, and now the public would react if they found out about our decision. essa OK, help me break this down... essa, what did you mean by "stakeholders"? Stakeholders are all the people affected by our decision. That group includes our owners, investors, employees, customers, suppliers, the wider community, and even future generations. essa So where does our bottom line fit into this? We can't afford to lose these customers. But we also can't afford to refund thousands of dollars just to retain their business. Gayle Profitability is not one of the factors that you consider in an ethical analysis. Doing business for profit is inherently self-serving and does not advance the interests of others. Acting for profit cannot be ethical. Making an ethical business decision doesn't mean that you forget all about profitability. By continuing to stay in business and turning a profit, you advance the interests of multiple stakeholders - your owners, investors, employees, customers, and suppliers all benefit