Which of the following is NOT one of the seven roles of a business?

• A. Profit
• B. Employment
• C. Customer loyalty
• D. Innovation

Answer: (C)

Actions a business actively pursues include earning profit, creating and maintaining employment, and driving innovation. These are deliberate aims the business pursues as part of its purpose. Customer loyalty, on the other hand, is the outcome you get when the business consistently delivers value and good experiences. It’s a result of how well the business performs those broader roles, not a separate role itself. So, while profitable outcomes, jobs, and innovation are explicit roles a business aims to fulfill, customer loyalty isn’t one of those distinct roles—it’s the effect of doing the others well.