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ARTICLE: “Leaders as Value Shapers,” by Kevin Freiberg, Business Ethics Annual Editions 2002-2003, 2002, pp. 96-98 SUMMARY The course of a firm is directed through great leaders that understand that their capacities to shape values and educate through vivid, living, personal example. The way the firm builds its reputation is through its values. Values are the emotional rules that shape people’s attitudes and behaviors. Customers, suppliers, shareholders, and employees have to have a way to see if they are being faithful to their values, and the follow