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Independence: Objective and unbiased, addresses relevant issues, avoids narrow interests, and financially independent.
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Credibility: Distinguishes between fact and opinion, expands the scope of knowledge and dialogue, balances all opinions for the public interest.
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Good Governance: Adopts highest standards of governance, integrity, and transparency. Promotes good governance among all members from the private sector.
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Corporate-Social Responsibility: Socially responsible and leaves positive impact on the Jordanian society. Promotes and encourages corporate-social responsibility among all members from the private sector.
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Inclusivity: Believes and preaches diversity in the business environment and openness to other economies and works on empowering and enhancing various national skills.
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Sustainability: Seeks to make a positive impact on the environment, society, and economy by adopting innovative standards and best environmental and community-friendly practices and encourages its members to adopt them.