Acompany's values or core values concern the beliefs, principles, and ethical standards that are incorporated into the company's strategic intent and business model. how aggressively it will seek to maximize profits and enforce high ethical standards. whether and to what extent it intends to operate in an ethical and socially responsible manner. 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.