Abstract

We are pleased to print here the winning entry for the 1995 European Business Ethics Essay Competition, which was sponsored jointly by the Foundation for Business Responsibilities and London Business School and to which entry was open to students for the MBA or equivalent management degree at any institution in Europe. The author, Mr Nils Elmark, subsequently gained his MSc degree in Public Relations at the Department of Marketing, University of Stirling, and is now with Marks and Brands, St. Kirkstrade 3, DK‐1073 Copenhagen, Denmark