The book is dedicated to an innovative business model of the economy of the ethics of virtue. This is a know-how about a strategy of innovating your own value/price/virtue what leads to excellent business results.

Milan Robič is an author of the entrepreneurial concept Gnothi seauton, which proclaims the economy of the ethics of virtue, which is a leadership skill less known to economists and managers. The author founded this evolutional view on a basis of a comparative technique of knowing himself.

The author tested this know-how in a natural environment of the virgin forest reserve Šumik in the eastern Alps, where he developed his own umbrella brand of boutique experiences known as Natura 2020 which transfers his findings in the unspoiled nature of the primal virgin forest Šumik.

PRICE: Contribution to good purpose.

  • Collected money is intended for a good purpose, i.e. development and promotion of tourism, which is the main non-profitable activity of the Tourist society Natura 2020 which is a provider of a modern mythical educational trip/walk.
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