IntroductionThe article selected for this assignment is titled Business Virtue: How Markets Encourage Ethical Behavior by Rachel Kotkin. A summary and discussion on the relevance of the article will be presented.SummaryKotkin (2010) highlighted the importance of “ethical entrepreneurship” – a business strategy that begins with differentiating goods and services by first determining the ways in which today's markets are frustrating. customers, then find ways to address their dissatisfaction by “selling” honesty, virtue, and quality. In other words, promoting the business principle that “ethical behavior is good for long-term profitability” (p. 47). In the article, case studies for Barnum & Bailey's Circus, Whole Foods, and BB&T Bank were presented 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 misleading and negative reputation by selling tickets at reasonable prices, employing honest ticket sellers, closely monitoring their employees for dishonest behavior, and demanding retaliation costly for offenders, by hiring private detectives to ward off pickpockets, etc. developments aimed at improving their commercial integrity and marketing the circus as an honest source of entertainment for families. Whole Foods operates a “customer-centric model” (Kotkin, 2010, p. 51) which supports the theory that if the customer is satisfied, then the company will be more profitable. Additionally, the company advocates environmentally friendly production methods and aims to make the world a better place while remaining profitable, promoting animal welfare, sustainable seafood and supporting the local paper industry. .... . (1996). Business 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. Accessed July 6, 2014, from http://search.proquest.com.ezproxy.trident.edu:2048/docview/1439118559?accountid=28844PBS. (nd). Store Wars: When Wal-Mart comes to town, business practices. Retrieved from PBS.org: http://www.pbs.org/itvs/storewars/stores3.html Schroeder, 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