The notion that firms seek to maximize profits is a cornerstone of economic
analysis (and a
sound one, as most firms do behave this way), but it begs the question what firms ought to do, based on
ethical and moral grounds.
In the words of Susan Friedman, PhD (my mentor and national pioneer as applied to companion animals) «applied behavior
analysis with our companion animals offers scientifically
sound teaching technology and
ethical standards that can improve the lives of all animals.»