This is the element that most employers have resisted to change to new trade patterns, preserving the idea that competition is a competition where there are winners and losers, and that the results orientation is to make whatever to achieve them. This can cause radical conflict, the absence of negotiation or the ability to do between employer and employee, with respect to what the customer will receive either information or quality of products and services. In some cases, conflict avoidance can cause managers as intermediaries accept without question the employer's requirements, feature highly valued by them. However, the reality of today's market demands that things are different.

Applying ethical strategies devoid of little use to the customization of redresor auto products. There is an increased risk of failure if one ignores ethics when business tasks are aimed at specific sectors. It may be more practical to do so when dealing with large masses of customers, in a very stable as the commodity market, because even noticing the deception, clients will be forced to buy the goods in the absence of immediate options.

Although the trend in the changes of architecture firms are doing this dysfunctional affirmation. More and more businesses are coming to the people, not only for the treatment but at a distance. Causing the need to differentiate themselves in many aspects, among which are maintaining their loyalty through treatment and consistency, ie, the incorporation of ethics in management models. According to her, this can only be possible after a negotiation process, which requires knowledge of the needs and interests between the two parties to agree what can be offered to the customer. Reply instead of misleading, comply rather than cut corners, do what is required rather than postpone it and give justifications. That's what managers and employers must understand the customer needs to be satisfied.

Decisions made by managers depend on the perception they have on reality. Thus, a decision is always based on the cognitive distortions that it may have, that are based on their personality, set of beliefs, experience and level of knowledge about the problem to solve. In this process of information acquisition, these authors suggest that selective perception of stimuli depends on the use of bias for the acceptance or rejection of what is relevant to analyze, label placement problems or people blocking information that contradicts your opinion, including best described from the clinical approach in psychology. This contradiction is especially relevant if one considers that the decision is, in itself, a difficult and contradictory act by the complexity of their psychological nature, as are operated mechanisms related to personality, the system beliefs, intellectual abilities and capacities to address internal and external conflicts.