09. Robert H. Frank, Johnson Graduate School of Management

What Price the Moral High Ground?: Ethical Dilemmas in Competitive Environments (Princeton University Press, 2003). Drawing on his research over the past decade, Frank challenges the notion that doing well is accomplished only at the expense of doing good. By exploring economics, psychology, and biology, he argues that honest individuals often succeed because their commitment to principle makes them more attractive trading partners. Frank’s arguments have important implications for the conduct of leaders in both private and public life. He concludes that the better we understand personal motivation in competitive environments, the better we can structure organizations and public policies to promote our true ends.

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