Competitive Edge Building in Business

Abstract

In today's competitive era, organisations adopt several practices to gain a competitive advantage. But the question that arises is: Are these practices based on the morals and values of our organisation? Thus, ethical practices are the solution to it. So, it becomes the moral responsibility of managers or the top management to adopt such practices, and therefore, companies must make social responsibility an integral component of every marketing decision. This chapter highlights the importance of using ethical marketing practices to gain a competitive edge over rivals. The chapter also highlights about importance of the responsible behaviour of producers towards society.