There are difficult ethical questio

There are difficult ethical questions raised by this practice. On one hand, some will claim that there is nothing unfair about this competition. If a large store can sell some products below cost, so much the better for consumers. All the efficiency benefits of large retailers should be passed on to consumers and there is nothing unethical if smaller store cannot compete. After all, a competi¬tive market should drive out uncompetitive firms by driving prices down. On the other hand, we need to recognize that competition is ethically legitimate only as long as it is fair and as long as it does not cause undeserved harms. We also need to recognize that values other than economic efficiency and consumer preferences can be at stake. The "price" of economic efficiency may involve social and political "costs" to the wider community.