In the third case, we find examples of firms whose business practice is to give priority to the interests of others, especially their personnel and customers. One company decides to resist the temptation to maximize the short-run profit and to keep charging moderate prices to its customers, thereby being content with a reasonable profit for its operation. This is because it knows that with the prices not being too high, the customers will enjoy a better margin and later will be able to expand their operation. With its customers having more business, the firm itself will have more business as well. So what is not good for profit in the short run will help strengthen the firm and lead to sustainable business and profits in the long run.