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The wisdom of Aristotle, the CEO

October 1, 2013Filed under Ethics

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A!L "# $O%% &oses this 'uestion( )n a world saturatedwith *enerics and commodities, how can an+one ho&e tobuild brand e'uit+ and ee& their &roduct, *ood, service,or Catholic faith from becomin* a commodit+ of lesservalue- For his in.de&th answer, he turns to Aristotle/3.322 #C#, whom he ri*htl+ ta*s as one of theworld4s first CEOs # # # #

aul "# $ossaul "# $oss

b+ aul "# $oss

Li&itor, a &o&ular medication used to treat hi*hcholesterol, mi*ht be the most successful &rescri&tion

dru* in histor+# Total revenue since it was a&&roved in1556( 7128 billion#

9owever, the &atent for Li&itor e:&ired in 2011, creatin*

the o&&ortunit+ for a *eneric and much less e:&ensivecom&etitor# Once introduced into the maret, *enerics

tend to become ver+ &o&ular ver+ 'uicl+, destro+in*most of the value of the name brand dru*# Accordin* to

the ;all %treet "ournal, the e:ecutives at fi fi