Ethical dilemmas are inevitable in business. How you deal with them reveals your principles. Some companies are just after your money, others realize that customers won't stay long with that attitude. Same with employees. My view is that we are all on the same team and all involved need to benefit from our transactions to make this all worthwhile - customers, vendors, employees. That's why our company name is so important to me - "happy, prosperous & blessed" needs to apply to the complete "food chain". Give customers good value, go the "extra mile" with support for them; give employees fair wages and good benefits with profit-sharing; represent vendors to your best ability.
1 A good name is more desirable than great riches; to be esteemed is better than silver or gold.