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how does GE rationalize dealing with WalMart
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I think the issue is that GE wishes to maintain a “politically correct” image. However, the organization is not necessarily interested in conducting themselves in a truly ethical manner. Remember this is the same company that did business with Iran even after their support for terrorism was well known.
No, GE’s decision to deny financing to gun manufactures has little to do with an altruistic approach to business, but simply a desire to ride the latest politically correct wave and ultimately make more money.