Dickie, LaurieDickie, Carolyn2019-09-252019-09-252010-02-182008http://hdl.handle.net/20.500.12424/173865Generally, profit is considered to be a critical determinant in the survival of a business firm. However, what constitutes ‘profit’ is a contentious issue of perspective, with multiple models suggesting what constitutes a company’s ‘bottom line’! In the contexts of domestic and international business the ability of a company to achieve its goals and objectives, to build a commanding position in industry and to meet the demands placed upon it by shareholders and stakeholders, enable it to establish, maintain and develop new aspects of competitive advantage. In addition, the company is expected to exercise ethical practices and exhibit socially responsible behaviours. The consequences of unethical behaviour and social irresponsibility damage a company’s competitive advantage, reduce its ability to earn profits, result in a loss of competitive advantage and lead to corporate failure. The current paper approaches business ethics from a strategic management view to examine the scope of beneficial ethical practices that need to be addressed in order for the company to sustain and improve its position in society. Further, a model of ‘alliance ethics’ is suggested to enable ethics to become a staple corporate tool that leads to competitive advantage.engWith permission of the license/copyright holderbusiness ethicsprofitmanagementEconomic ethicsBusiness ethicsConference proceedings