ABSTRACT
This chapter discusses the conceptual basis of a values-based, sustainable, and profitable service business.
According to Ramirez (1999), the notion of ‘value’ has been a subject of interest since the time of the ancient Greeks; moreover, the concept of ‘value’ (in both the moral sense and the economic sense) was studied under the umbrella of moral philosophy until the eighteenth century, when economics became a field of study in its own right. Since then, the economic and ethical aspects of the concept of ‘value’ have been separated. On the economic side, value is about utility, whereas, on the ethical side, it is about judgement.
