Ethics is emphasized as never before in today’s business world. Yet it has been greatly misunderstood and often ineffectively approached. Why is that? In this seminal book Philip Smith-Eivemark creatively deals with the question of ethics in business. Placing the responsibility and accountability of being ethically aware squarely on each individual business person, he deals with / the difficult problem of personal awareness and freedom / the fundamental core values that lie behind everything we do / the value screens through which each of us takes in information and make our decisions / ethics in organizations and / the critical importance of moral courage. Written in plain, everyday language, this succinct book will help any interested person who is attempting to understand the role of ethics both from a personal stance and within any organizational setting.