1) To provide a needed product or service in an ethical manner that is in compliance with applicable laws2) At a fair, but market driven competitive price3) To pay workers a fair, competitive wage or salary, and benefits4) To provide equal opportunity for all, and equal pay for equal work5) To remain competitive and viable by earning a reasonable profit to assure long-term sustainability. The degree of profitability should be consistent with the research and development requirements of the company. A corporation like McDonalds does not have the same research and development needs as a company like Hewlett Packard, Apple or Eli Lilly.