>So although you are right that it's a competitive world, you have to compete fairly - and be seen to compete fairly - or you will drive your customers away. I

>So although you are right that it's a competitive world, you have to compete fairly - and be seen to compete fairly - or you will drive your customers away. I think you're right that you have to be seen as fair. I think it's important to actually be fair, but as I said above, the popular conception of "fairness" does not necessarily map. It really comes down to how good your PR dept is at framing your company and making sure you're in the news for things that no one can fault, and that your strategic moves are never publicized. The short version is that people don't want to hear "how the sausage is made", but the environment, ultimately including your customers, still demands that you make it. >You do need consider what people have been "socialised" to think (which is what morals are, really) because otherwise your competitors will have a significant edge. Yeah, again, this is PR. I agree you need good PR. You also need to be realistic enough to know that the crap someone's PR department pumps out is not the end of the story. You have to make winning plays.