-level perception of ethics, this paper finds that both the performance and the outcome of the private firm are positively influenced by … the level of perceived ethics in their country. The paper further finds that these benefits come without adding cost to …

markets. Design/methodology/approach – Utilizing the ethical lenses of deontology, teleology, virtue ethics and moral … relativism, the paper builds on prior research on ethical issues in BOP markets and the ethics of microfinance to highlight the … industry and public policy makers. It challenges the ethics underlying businesses that wish to target the full spectrum of Base …