R is for RELATIONSHIPS. We see ourselves as serving the interests and perspectives of all of the company's key stakeholders, not just investors. We are focussed on building strategically important relationships with stakeholders inside and outside the organisation.

Stakeholder relationships are a source of competitive advantage. Strong relationships stimulate innovation, increase flexibility, reduce costs, and allow us to respond quickly to changing customer requirements.

Good reputation, based on sound relationships with customers, and business partners (distributors and suppliers), means that we can attract and keep the best employees. Enhanced loyalty and support from employees, customers, investors, and business partners translates into bottom line profits and long-term growth.

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E is for EXCELLENCE. If there's one characteristic without which one cannot be excellent, it is creativity. We believe in the kind of creativity that manifests in adaptability, flexibility and the ability to find a way in the midst of chaos of the new economy.

We believe excellence to be a vital force for growth which sets a standard of behaviour and galvanises people into doing something remarkable

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A is for AMBITION. AMBITION goes hand-in-hand with VISION. Vision recognises opportunities and ambition realises them. We believe that ambitious growth is a basic requirement needed to outclass competition, to attract the most talented employees and to ensure the continued profitability of the company.

We know that customers tend towards larger providers because growth inspires confidence. Growth strengthens our position with business partners.

Growth forces change and flexibility, inevitabilities we have to follow.

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C is for COMMITMENT. We consider our company to be a living entity, not some machinery with people inside. We act like living organisms. We think, work and evolve and as a result we grow and exist for a long time. We manage for growth, long term survival and profit. Just like creatures aim for continuity through offspring, the company believes in people development.

Entrepreneurship started our company and entrepreneurship shall be a constant source of corporate regeneration, generation after generation.

Entrepreneurship will help us respond to new challenges to cope with new environments. In the process we become predictable and consistent, doing what we do best, and building on it. We believe that if we embrace predictability we enhance our own long term effectiveness.

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H is for HONOUR. This company grew up with Confucian business ethics and values. Today high ethics and values have taken up a new name - corporate citizenship.

Today, being profitable is just as important as before, but we believe there's a whole lot more investor interest in knowing more. We endeavour to show how reliable our numbers are and what risks the company takes in order to achieve our reported results.

High levels of trust and confidence differentiate us against rivals. This differentiation not only adds values to our brands and their positioning but also offers our business an alternative means of seeking competitive advantage.

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