With the globalization Businesses are getting a lot of power; they are more influence companies in the society. Firm malpractices could cause enormous harm on individuals, communities and in the environment. In consequence, Companies are suffering damage in their reputation. A need for calling business to be responsible is taking place. Behaving sustainable creates a competitive advantage. This work presents an alternative approach, a new paradigm that integrates ethical/CSR/sustainability, (ECS), 3 dimensions. The research works solving the following questions: what is the business of...