in every action he makes he will achieve personal success. (C2) As was said in section 2, Machiavelli defines personal success for a prince, as maintaining power, and managing your people to your personal best interests. (Strathern, p.6)Section four- Machiavelli in BusinessThe goal of business is to gain profit. To do this a company will advertise, give away free samples, lower prices, or do just about anything that is within the constraints of the law. (V, p.81) (Of course, it is unrealistic to expect all businesses to do as the law says, but by breaking the law a business runs a high risk of having the courts cut into your profits. For this reason we can say that breaking the law is not a sound business decision, and need not discuss it further.) (McAlpine, p.64)HUMAN NATURE Regardless of their position in the business world, be they a simple secretary or a chairman of a board, "getting ahead and staying ahead" is a goal which consumes all those who have hopes and ambitions. ( One might say, it is human nature to strive for more). This passionate struggle to win a personal "pot of gold" (and the power and influence that come with it), drives people to use whatever means necessary to get what they want. If you are not willing to take whatever action is necessary to win success, then you will not achieve it. (V, p. XI)THE CONTRAST BETWEEN THE IDEAL AND THE REAL In theory, the company with the better product at the better price should have all the business. In reality the image of a company is oftentimes more important than it's product or price. It is best if you have a famous name as well as a good product, but if that is not possible one would rather have a famous name. Even if your product is not better than that of your opponent you want your customers to think that it is. You will find yourself soon out of business if you do not realize that a better product is not a surefire path to success. (McAlpine, p.165-173)"VIRTU"No one disp...
