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However nobody began to estimate properly subjective relations to the car of buyers (ethics). As though they felt in the car, the design of which forward part had no analogues for last decade? Americans would estimate its sharp differences from others it models, in particular, the abundance of buttons and is underlined new design? The perception of the consumer was not accepted in calculation, however the company has considered that the car can achieve a recognition thanks to one only to the objective advantages.As it is known, the model "Ford-Edsel" was not on sale: it has not involved buyers of cars. It simply was not pleasant to the people, therefore any objective engineering advantages in the world what went better could not make the car attractive to that part of consumers which preferred those models which were pleasant to it, instead of.
How to achieve aspirations to the objective? It begins with unanimity of logicians and it concerning the purpose.
For the logician the purpose should grow out of all-round thought process. The purpose should involve «the best that only is available», to respond «last trends» and finally to lead to creation of a good product. Logicians it factors "that" and "as": that should be reached that from it will be useful as this achievement will correspond to the surrounding validity and as it will affect this validity. Answers to these questions should submit to the uniform logic thanks to which aim will find everything that is necessary for tendency to it of the logician.
For it aim should consider requirements of all who is anyhow connected with it (as those who should embody it, and whom it will affect). Ethics want, that all have received from it as much as possible (and sometimes — and the best). Unlike logicians for whom aim should respond the newest spirits of the times, ethics aspire to that this purpose corresponded to moods in the organisation — that is that the purpose was effective, it should strengthen corporate spirit. Ethics basically put before itself not questions "that" and "as", and a question "who": who will test on itself influence of results and how it will affect quality of his life? Whether the prosperity of people will increase from this result, whether they begin to live more richly and whether it will help mankind (on the scale of office or all world) to see before itself new horizons?
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