Most executives believe that they and their firms behave in an ethical manner and that it is in their best interests to do so. How can a firm's ethical conduct increase its long-term profitability? Ethical corporate behavior builds public trust and encourages the use of good corporate governance. Both increase the likelihood that creditors and investors will want to invest in the firm, which in turn increases the availability of financial capital. Ethical corporate behavior attracts managers who believe that greed is good and that to succeed they should be prepared to do absolutely anything necessary for the firm to make a profit