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Explanation: "A principled entrepreneurship is one whose business activities are seen to be carried out in an ethical and honest way. "
"Principled Entrepreneurship™ is defined as "maximizing long-term profitability for the business by creating real value in society while always acting lawfully and with integrity." Such value creation can only be measured in a free market where consumers have choices, and where profits (and losses) are meaningful measures of business performance. "