Ethics is a broad term in itself with variant meanings given to it by different individuals since ethics is most commonly described as a subjective code of conduct that varies from person to person. Ethics are not restricted to environmental pollution or assisting the handicapped individuals, as one would assume but goes much beyond that.
In the given case of Guillermo Furniture Store, earlier the organization was operating in a kind of monopolistic environment. Today, it has started getting threatened from the new entrant due to their ability to invest in technological advancements and get low cost furniture prepared using lesser labor, which though is inexpensive but mechanical jobs are assumed to be more precise in terms of structuring, etc. Nonetheless, the competition is driving the margins low. At this point in time, the organization is looking to pull back the competition. The firm should rather be looking forward to bringing technology for the advancement of the society and such advancements would move the society forward. Rather than moving forward and competing on a constructive note, the firm is looking forward for becoming a distributor for the competitors.