Companies that set out clear values can marshal their workers more effectively than firms with a more hand-wavy approach, write Nicholas Coyle and Kate Jennings. One example: The Body Shop, where Anita Roddick built her brand and her workforce around the notion that companies should seek to make the world a better place. "Arguably that was the source of its competitive advantage and gave it its commercial strength," Coyle and Jennings write.

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