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The article is presenting basic problems resulting from watching and experiencing of the company from ordering the three-dimensional perspective of the estimation with it. To these measurements belong: the profit, the market value and the social responsibility of the company. This three-dimensional picture of the company is allowing on clear featuring of the need to integrate economic purposes with targets of ethics of the responsibility. Ethics of the responsibility, like corporate social responsibility, is creating the chances to work the latest model out axiological of preference in relations company - society.