The nice guy always loses

In fairy stories there are battles between good guys and bad guys with, in most cases, the good guys emerging victorious in the end. Does this scenario also apply in business, and in particular in the insurance sector?

I recall the recruitment of a marketing director from outside the industry to take up a key position with a general insurance company. As a provider of financial services, he felt that insurers should have an ethical business model and treat all customers the same. The claims

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