The business with high ethical standards has three primary advantages over competitors whose standards are lower:
1) A business of high principle generates greater drive and effectiveness because people know they can do the right thing decisively and with confidence. ...
2) A business of high principle attracts high-caliber people more easily, thereby gaining a basic competitive and profit edge. ...
3) A business of high principle develops better and more profitable relations with customers, competitors , and the general public, because it can be counted on to do the right thing at all times. By the consistently ethical character of its actions, it builds a favorable image.

A business of high principle generates greater drive and effectiveness because people know they can do the right thing decisively and with confidence.... - The Will to Manage (1966)