Are strong ethical values good for business? The only reasonable answer is that sometimes they are and sometimes they are not. Many of the companies examined by Collins and Porras seem to attain the ideal, high ethical standards and long-term financial success. Others, like Philip Morris" attained long-term success with values that would not indisputably be considered ethical. Some unethical companies, Enron perhaps most famously, failed as a business because of their ethical failures. Others, like Maiden Mills, seem to suffer financially because of their high ethical standards. The record is mixed. The choice is yours.