Ethics sets the tone, manner and the platform on which an organisation’s culture is developed, resulting in the way the organisation does its business. This in turn shapes the way an organisation’s employees interact and deliver the brand promise, internally and externally, resulting ultimately in the positive brand relationship that all marketers strive for in order to have increasing trust and transactions (repeat business).Islamic ethics (أخلاق إسلامية), is defined as “good character”. The foundational source in the gradual codification of Islamic ethics was the Muslim understanding and interpretations of the Qur’an and practices of Prophet Muhammad (PBUH). Its meaning has always been in context of active submission to AllahSWT, performed by the community in unison.
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