PUTTING OUT THE FIRE? REEBOK BOSS SAYS ETHICS EQUALS PROFITS

          Reebok Int'l Chair & CEO Paul Fireman delivered the
     keynote address at a meeting of ethics execs from over 200
     companies that was sponsored by the Conference Board and
     said that since his company has become "involved in
     advocating human rights and labor practices, its business
     [has] thrived overseas," according to a REUTERS report. 
     Fireman: "Peddling shoes may not be God's work, but I
     believe it goes hand-in-hand with ethics."  Fireman also
     stressed the importance of balancing "cultural values with
     your code of conduct," saying, "What is acceptable in
     country X may not be acceptable in our country.  We must
     keep our own standards regardless" (REUTERS, 5/18).