In applying utilitarian principles to business ethics, a cost-benefit analysis is often used. Companies attempt to assess the strategic business costs before taking action that should result in ideal profitable consequences favorable to all constituencies. The company makes a profit while the consumer benefits from their product. In a utilitarian model products are safe and give value for money. Ethical business practice, using utilitarianism, would thus consider the good and bad consequences for all, treat all constituents as having equal rights, and would use it as an objective, quantitative way to make a moral decision (Lundy, 2009). When utilitarian analysis indicates that a particular action taken does indeed benefit the greatest amount of people in a particular crisis situation, Utilitarians would argue that an ethical decision was made