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HBR CASE S TUDY AND C OMMENTARY Does the SFS sales World-Class Bull team deserve an ethics reprimand or a clean bill of by John Humphreys, Zafar U. Ahmed, and health? Mildred Pryor • Four commentators offer expert advice. Reprint R0905B Inspired sales ploy or ethical breach? HBR CASE S TUDY World-Class Bull by John Humphreys, Zafar U. Ahmed, and Mildred Pryor . D E “You’ve got to be kidding me, Sam,” Jeremy was informing him that she wanted to repri- V R E S sputtered. “Chris brought in the single biggest mand Knox for a breach of the SFS code of E R S piece of business we’ve won here in more than ethics. T H G I two years. He’s our top performer! He broke “If ‘brilliant’ is a synonym for ‘devious,’ R L L that logjam with Armadillo! He was absolutely maybe so,” said Sam, eyebrows raised. Sam A . N O brilliant!” was Jeremy’s friend