IntroductionThe article selected for this assignment is titled The Virtue of Business: How Markets Encourage Ethical Behavior by Rachel Kotkin. A summary and discussion of the relevance of the article will be presented. Summary Kotkin (2010) emphasized the importance of “ethical entrepreneurship” – a business strategy that begins with differentiating goods and services by first identifying ways in which current markets are frustrating customers and then finding ways to respond to their dissatisfaction “selling” honesty, virtue and quality. In other words, promote the business principle that “ethical behavior is good for long-term profitability” (p. 47). Case studies for Barnum & Bailey's Circus, Whole Foods, and BB&T Bank were presented in the article to “illustrate how the market rewards virtuous behavior, even without consumers trying to do so” (Kotkin, 2010, p. 47). The Barnum & Bailey Circus has reformed the circus industry's deceptive and negative reputation by selling tickets at reasonable prices, employing honest ticket sellers, closely monitoring its employees for dishonest behavior, and requiring costly repercussions for violators, hiring private investigators ​to ward off pickpockets and the like. developments to improve its corporate integrity and market the circus as an honest source of family entertainment. Whole Foods applies a “customer-first model” (Kotkin, 2010, p. 51) which supports the theory that if the customer is happy, the business will be more profitable. Furthermore, the company supports environmentally friendly production methods and aims to make the world a better place while remaining profitable, promoting animal welfare, sustainable seafood and supporting local trade...... middle of paper . .... (1996). Commercial scenarios for the Web: opportunities and challenges. Journal of Computer-Mediated Communication. Retrieved July 15, 2014, from http://www.labeee.ufsc.br/~luis/egcec/artigosdoc/CE-comercial%20scenarios-hoffman.PDFKotkin, R. (2010). The Virtue of Business: How Markets Encourage Ethical Behavior. Journal of Markets and Morality, 13(1), 45-58. Retrieved July 6, 2014, from http://search.proquest.com.ezproxy.trident.edu:2048/docview/1439118559?accountid=28844PBS. (n.d.). Store Wars: When Wal-Mart Comes to Town, Business Practices. Retrieved from PBS.org: http://www.pbs.org/itvs/storewars/stores3.htmlSchroeder, H. (2013). The art of business relationships through social media. Ivey Business Journal. Retrieved July 15, 2014, from http://iveybusinessjournal.com/topics/the-organization/the-art-of-business-relationships-through-social-media#.U8TFGfldUo4