But plurality is a more nebulous and - some would say - more subjective concept than competition.

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The challenge for corporations is that a social license to operate is a subjective concept, not a piece of paper.

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It might be a subjective concept -- one man's cool Hawaiian party shirt is another's discarded Christmas gift -- but certain brands do seem to stay in fashion forever.

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So, as much as possible before the review team launches in, cull down the data set by employing objective criteria, subjective criteria (search methodology) and concept-searching software.

FORBES: Written by Robert D. Brownstone