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This is the second part of business ethics class material - From Dr. C.C. Tan (firstname.lastname@example.org). Linking the concepts of business ethics CSR1, CSR2, CSR3 and CSP to Marketing 3.0 in terms of brand identity, brand integrity and brand character. Also social entrepreneurship concept in view of deontology and utilitarianism and strategy in an OM (Operations Management) framework is introduced.