In emerged and frontier markets on the other hand it was the first to build a great ecosystem and it has combined a philanthropic and pro-development investment ethic exceptionally well.

FORBES: Elop and Nokia Do Microsoft a Favor

The book, published by the Beijing Municipal Government's Capital Ethic Development Office, is part of the department's effort to make Beijing more "civilized, " officials said.

WSJ: For Beijing, Etiquette Isn't a Game

Ubuntu is based on the Linux operating system and its development and use is governed by an open ethic that emphasises the sharing of core computer code.

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Specifically answering Lord Puttnam's point Mark Hansen, director of business development for Lego Universe, said children were very good at determining the underlying ethic of a virtual world.

BBC: Boys playing with handheld game console,