This chapter underscores the importance of investing in reputation through the experiences of the following Berkshire subsidiaries: the manufactured housing company Clayton Homes Inc., the furniture company Jordan’s Furniture, the paint maker Benjamin Moore, and the building products manufacturer and marketer, Johns Manville. It argues that integrity is not easy to maintain. While people generally say they want things such as a clean environment and safe workplaces, they are not always willing to pay for them. If they did, all businesses would readily choose the moral high ground and pass the costs on to customers. But reality poses challenges for businesses simultaneously to protect consumers, secure employees, control habitats, and deliver shareholder returns.
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