A company's values or core values concern whether and to what extent it intends to operate in an ethical and socially responsible manner. how aggressively it will seek to maximize profits and enforce high ethical standards. the beliefs and operating principles built into the company's balanced scorecard for measuring performance. the beliefs, traits, and behavioral norms that company personnel are expected to display in conducting the company's business and pursuing its strategic vision and mission. the beliefs, principles, and ethical standards that are incorporated into the company's strategic intent and business model.

Kendra knight took part in a friendly game of touch football. she had played before and was familiar with football. michael jewett was on her team. in the course of play, michael bumped into kendra and knocked her to the ground. he stepped on her hand, causing injury to a little finger that later required its amputation. she sued michael for damages. he defended on the ground that she had assumed the risk. kendra claimed that assumption of risk could not be raised as a defense because the state legislature had adopted the standard of comparative negligence. what happens if contributory negligence applies? what happens if the defense of comparative negligence applies?