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Pretty much the same thing as morals in real life, doing what's right. It's like when a business has to decide between demolishing a forest to build a new building or just staying where they are. The moral thing to do would be to let the forest stay. They also should give back to the community around them. Like a Pizza business sponsoring a little league Baseball team would be considered giving back, therefor practicing morals.

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Q: What is moral behavior in business?
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