90+ Core Values: Examples for B2B Products and Services Industry

Core values are the principles that define what an organization stands for, how it operates, and how it interacts with employees, customers, partners, and society at large. Core values help shape employee behavior, create a sense of belonging in the workplace, and guide teams to work together more effectively. In this article you will find examples of core values for companies that fall into the following industries:

B2B Products and Services

B2B Products and Services Industry comprises a wide range of companies that manufacture and sell products and services related to business and professional activities. These activities range from providing office supplies, printing services, and software solutions to financial services, human resource management, and advertising. Companies in this industry are able to offer a wide range of products and services that can be tailored to meet the needs of their clients.

Common core values of B2B companies are respect, passion, integrity, trust, quality.

  • Respect refers to how your company treats your customers, partners, and employees.
  • Passion is what drives teams to always push further and achieve greater success.
  • Integrity is an essential quality for any business, but especially for companies in the B2B space. B2B relationships are built on trust and integrity, and a company that demonstrates integrity is more likely to attract loyal customers and build long-term relationships with them. (Showing integrity in business means being honest and transparent with customers, partners and employees. It’s important to be truthful in all of your communication and transactions, which will help build a strong reputation for your business.)
  • Quality is important for standing out from competitors in an increasingly competitive market. Best practices in quality control ensure that your products and services meet or exceed customer expectations.

Learn more:

How to Write Inspiring Core Values? 5 Steps with Examples

See also: 160 Mission Statements Examples [for B2B Services & Products]

Examples of Core Values for B2B Products and Services Companies:

Wolters Kluwer

1. Focus on customer success
2. Make it better
3. Aim high and deliver
4. Win as a team

CMU College of Makeup Art & Design




We seek to be characterized by our passion, integrity, entrepreneurialism and innovative spirit, as we continually strive to fulfill our vision. These values guide us in all that we do and are the bedrock upon which our organization is built.

Our industries
Our employees
Our customers
Our investors
Our communities
Our partners


If you are looking for more examples of core values for different industries, check our main article here (click to open 250+ Best Core Values: Examples for 12 Industries)

Christian Faith at Work


We do what is right even when no one is watching.

This core value comes first for a reason. Without integrity, we will not have the impact that we desire. We take this very seriously. We will extend grace when it comes to mistakes and errors, giving people a chance to grow and improve in their jobs. We are not as tolerant of violations in this area. We need to know we can trust our coworkers without question.


We are constantly redefining our goals, expectations, boundaries, and potential.

Our team’s talents and performance vary from person to person. That is normal. We simply believe that regardless of your talent or performance today, you should want to be better tomorrow. We want teammates that are constantly striving to learn and grow, improving every day!

Employee Development

We strive to create an atmosphere that inspires and enables people to reach their full potential.

As a company, we want to meet our employees where they are as they strive for excellence. Our goal is to provide the resources and inspiration required to “move” them forward on their path. Sometimes this means they advance within our company and sometimes it means they move on to other opportunities. Either way, we want to help!

Spiritual Growth

We provide the opportunity for all to know God and make Him known.

No one who works in our company is required to believe what we believe. However, we make it clear early on that God is the owner of our company. Therefore, all that we do centers around Him. This includes many efforts to sow seeds of faith all around through various efforts. We will not force anyone to believe, but they will certainly have opportunities to hear.

Community Impact

We use our talents and treasures to make a difference in those who need it most.

We believe we are part of the community in which we work and therefore have the responsibility to give back to that community. Whether through benevolence or sponsorships, community service or fundraising, we are going to take the time and energy to give to those who need it.


We hold our Core Values close to our hearts. They are the foundation of who we are and how we conduct ourselves. They play out in all of our interactions; with customers, in Amcor workplaces and with our other important stakeholders. They guide us and act as our moral compass.


We take care of each other and we take care of our stakeholders


We build trust in our relationships through honest and ethical behaviour


We work together to make a difference

Social Responsibility

We respond to the needs of our communities and the environment


If there is a better way, we will find it together


ITC’s Core Values are aimed at developing a customer-focused, high-performance organisation which creates value for all its stakeholders:


As professional managers, we are conscious that ITC has been given to us in “”trust”” by all our stakeholders. We will actualise stakeholder value and interest on a long term sustainable basis.

Customer Focus

We are always customer focused and will deliver what the customer needs in terms of value, quality and satisfaction.

Respect For People

We are result oriented, setting high performance standards for ourselves as individuals and teams.
We will simultaneously respect and value people and uphold humanness and human dignity.
We acknowledge that every individual brings different perspectives and capabilities to the team and that a strong team is founded on a variety of perspectives.
We want individuals to dream, value differences, create and experiment in pursuit of opportunities and achieve leadership through teamwork.


We do what is right, do it well and win. We will strive for excellence in whatever we do.


We will constantly pursue newer and better processes, products, services and management practices.

Nation Orientation

We are aware of our responsibility to generate economic value for the Nation. In pursuit of our goals, we will make no compromise in complying with applicable laws and regulations at all levels.

Parsons Corporation

Our Core Values Embody Who We Are

Our six core values are the foundation of our culture, our brand, and our business strategy.


As an industry-leading provider of high-value technical and management solutions, we are firmly committed to maintaining a safe and healthy environment in all our offices and on each of our projects.

  160 Mission Statements Examples [for B2B Services & Products]


We are committed to providing high-quality services and products. We meet the mutually agreed-to requirements the first time and strive for continuous improvement of our work processes.


We uphold our reputation for integrity in the marketplace and provide an ethical work environment for all our employees. We do the right thing each time we face a tough decision.


We pursue diversity in our workforce, our markets, and our services because we recognize that optimum solutions require different backgrounds, new perspectives, and open minds. We leverage diversity through inclusion of employees, empowering them to shape the future of the corporation through collaboration and innovation.


Through inventive processes and unique solutions, we provide unmatched value to our customers. We foster creative work environments where we always challenge ourselves to improve our processes and procedures.


In all that we do, we are conscious of the impact that our work has on the environment. We help our customers do the same by providing clean, efficient, healthy, and effective solutions on all of our projects.



We respect and value those we work with, and the contribution that they make.
Build trust with the colleagues and partners we work with
Seek out alternative perspectives and put our shared interests ahead of any individual or team
Collaborate proactively with colleagues across all of Barclays to get the best results
Embrace, and seek to increase, the diversity of our organisation.


We act fairly, ethically and openly in all we do.
Show the courage to do and say the right thing
Act in private as I do in public, and honour my commitments
Challenge things I believe to be wrong and be open to challenge from others
Be accountable for failure as well as success, and not allocate blame.


We put our clients and customers at the centre of what we do.
Take the time to understand clients’ and customers’ needs, regardless of my role
Always strive to surpass clients’ and customers’ expectations
Create and provide solutions for clients and customers that balance the short and long term
In serving my clients and customers, incorporate the perspectives of all our stakeholders.


We use our energy, skills and resources to deliver the best, sustainable results.
Aim for flawless delivery and learn from my mistakes
Take pride in both my own work and that of the team
Actively contribute to the performance, development and engagement of my colleagues
Create the environment to attract and keep the best people who share our values.


We are passionate about leaving things better than we found them.
Pioneer innovative and better ways to do things
Protect and enhance our reputation and legacy at all times
Find ways to positively impact all of the communities we interact with
Value sustainable progress as much as immediate achievements.

Hyperlinks Media

The Hyperlinks Media brand and core values relates to the company and how we behave as individuals on a day-to-day basis towards each other and to our clients or anyone who has a stake in our company.

Trust & Integrity

The most important of our core values is Trust & Integrity. Trust is the foundation of our success. We trust in ourselves and in each other. We are trustworthy, loyal and respectful to one another and our clients.

Our clients’ trust in our capabilities. Therefore, we believe in complete honesty, consistency, and reliability under any circumstance. Our trust creates integrity.

Ethics and Compliance

We align our actions with ethical principles and criteria. We orient ourselves on the principles of common moral responsibility and respect applicable laws, standards and rules. We conduct ourselves with professionalism with our team members and our clients at all times.


Competence is prerequisite for excellence. Technical competence is the basis of our company. Creative competence is our door to innovation. Social competence assures our long-term success.


Personally Committed: we achieve our goals through everybody’s strong commitment, by continuously developing our personal capabilities and by acting as entrepreneurs within the company. Having the drive to want to succeed and grow.

Team Oriented: we trust in the power of working as a team. Teamwork helps us use synergies and potentials in the company. Teamwork does not release from personal responsibility, instead it strengthens it, by knowing others are relying on you just and much as you are relying on them.


An idea, an invention, a new product or a new service alone is not an innovation. A new service or a new product becomes an innovation as soon as it is successful on the market and is profitable. We apply our total know-how and experience efficiently and effectively within the entire company in order to continuously bring new services or enhanced existing services to our clients.


Communication and information are necessary for company coordination as well as project coordination and are prerequisites for all of our actions. Communication is one of the most effective and valuable actions within our company. Communication allows projects to move along efficiently and correctly. We prefer direct personal communication, however emails are also an essential communication channel. The more the communication, the better.

Client Orientation

We concentrate on the individual requirements of our clients. We help our clients enhance their competitiveness and their strengths. We contribute to the success of our clients. We are committed to deliver excellent services. We combine our unique capabilities in customer care and the development of our services with advanced technologies and innovations. We are close to our clients, whenever and wherever we are needed.


We employ people from different countries and cultures and appreciate and learn from the differences in our cultures. No matter our backgrounds, we come together as one team to help create a successful company together. By doing so, we all succeed.

Voya Financial

The heart of our vision and strategy is building a company with value — and with values. We believe that profitability and integrity are inextricably connected. Our values define us. They are our compass and filter through which we make every decision. The following are the Voya Financial corporate values:

We Have Customer Passion

We empower our customers to achieve a secure financial future. We provide the best customer service, providing objective advice, listening to our customers and responding with a sense of urgency.

We Do the Right Thing

It’s simple: We tell the truth. We uphold both the letter and the spirit of the law. We treat everyone with respect. And we say what we mean and mean what we say.

We Are the We

We are one team, accountable — individually and collectively. We act as owners, creating value through profitable growth.

We Have a Winning Spirit

We operate with an optimistic attitude. We are agile and adapt to meet our stakeholders’ needs. We are focused, and we never settle.

We Care

We take care of our people. We positively impact our communities and our planet. We make products and services that add value to people’s lives. We are inclusive and incorporate diverse perspectives in all that we do.

  Best Mission Statements Examples [for Food & Beverage Industry]


We build trust and confidence
We never compromise on quality or integrity
We are committed to teamwork and innovation
We care for our customers and each other
We embrace change and deliver results

Adecco Group


We change the world of work, one job at a time
We are passionate about people: our colleagues, associates and clients
We make a difference for millions of people every year
We find people work, give them experience and the opportunity to build their futures
Quite simply, what we do is not a job, it’s our passion


We constantly take initiatives to empower people, fuel economies, and enrich societies
We take ownership and stand by our own results
We act upon opportunities
We learn fast from success and failure
We inspire others and continuously seek innovative solutions


We are the industry leader; our goal is to provide more work opportunities for more people
Work is a basic need and a basic right: by finding people the right job we provide them and their family with an income, status and a future
We promote diversity, equality and inclusivity in the workforce
We lead by example, we act with integrity and respect
We volunteer personal time and contribute to our communities

Team Spirit

We work together as one team
We share clients and associates across branches, business units and countries
We share ideas and best practises
We help our colleagues to grow personally and professionally
We work hard and have fun in what we do

Customer Focus

We live by and for our customers’ success, we want to be their top-of-mind and top-of-heart choice
We build lasting relationships with our clients and associates
We create value for our clients
We provide them with the best talent on time
We help them to be competitive through flexibility
We partner with our associates in their career development
We find them the best jobs to fit with their personal and professional life
We advise them in their career progression and support their learning


Kabbage’s culture is the result of a shared dedication to our core values. Through this collective commitment, our team members become passionately engaged in our business and are poised for great achievements.

Care Deeply – Everything we do respects and supports our team members, customers, investors and communities. It’s not enough just to care; we’re committed to helping each other succeed, dedicated to our customers and partners and focused on investing in our community.

Inspire Innovation – Innovation is our core. We determine where the industry needs to be, and we go there first. We encourage big dreams and figure out how to achieve them. By embracing an anti-herd mentality, we can change the way the world thinks.

Win – At Kabbage, winning means building the best product, creating the best culture and being first in the minds of potential customers, investors and partners. We are not interested in simply succeeding; we want to set the standard and be the envy of the industry.

Create Holy Shit Moments – With a customer-first mindset, we create truly extraordinary experiences. We focus on turning negatives into positives, thinking outside the box to deliver solutions and going to exceptional lengths to engage with and amaze our customers, partners and team members.

Unconditional Commitment – We don’t point fingers or play the blame game. We all take responsibility for what Kabbage is and what it becomes.

Stay Connected – Staying connected is a mutual responsibility, whether that is between two team members internally, or with a customer via a persistent data connection; we are all responsible for sharing and requesting information—for staying connected.


Our culture is based on a set of four values – Trust, Care, Innovation, Pride – that shape our individual behaviours and hence the way the company behaves. They ensure we are all working from a commonly understood base that can be consistently applied across our organisation.

Our values need to be lived every day, used to help us work through any challenges we may face and help us recognise and celebrate our achievements. They guide us in our dealings with colleagues, customers, suppliers, partners, shareholders and the communities we serve.

It is important that we hold ourselves and others accountable for our values every day and have defined a set of behaviours that are expected from all of us. They describe how our behaviours bring Serco’s values to life.

Ricoh Australia Pty Ltd

To be one global company, we must care about people, our profession, our society, and our planet. We must dedicate our winning spirit, innovation and teamwork to sharpen our customer centric focus, and we must also commit to the highest standards of ethics & integrity.

Winning Spirit – Ricoh must lead the world in every endeavour it undertakes.
Each Ricoh person is constantly challenged to passionately pursue innovation.

Innovation – We strive to identify the most demanding needs of the market and to provide customers the highest level of experience.
We devote our resources to improving quality and exceeding customer expectations.

Teamwork – All Ricoh people are part of a global team, learning from, and respecting each other.
Our team is dedicated to continuously improving Ricoh products, services and processes by cooperating with, learning from, and respecting each other.

Customer Centric – Although we are a global company, we must not lose sight of our entrepreneurial spirit to understand each customer’s needs from their “eye-level”, which brings new value to those we serve.

Ethics & Integrity – Each one of us commits to act with integrity and honesty in all situations, and we will take personal responsibility for our actions.

Stanley Consultants

Stanley Consultants is a values-based organization. Our Core Values serve as the governing foundation of our organization. They are important philosophies we use to guide us in making decisions.

Mutually-Beneficial Relationships
Listen, respect, and value diversity
Build long-term relationships of trust
Commitment and Accountability
Fulfill responsibilities
Achieve profitable growth
Celebrate our successes
Do the right thing, every time
Learning and Development
Constant development of our capabilities and talents
Create opportunities for career growth
Participate in our professional organizations
Excellence in All We Do
Enhance quality and sustainability
Deliver innovative solutions
Encourage new ideas and diverse ways of thinking


Capgemini’s business objectives and shared standards are designed to benefit not only shareholders and employees, but also every other participant in the value chain. It is our firm belief that these objectives can only be achieved through mutual respect and cooperation

Seven Values

Seven shared values have been at the heart of Capgemini since our formation. These values influence the way we meet client needs while respecting the regulatory requirements of each country in which we operate, and the way we promote ethically sound practices within Capgemini and in our partnerships.

Team Spirit

Tata Steel


  80+ Core Values: Examples for Innovation and Media Companies


We must conduct our business fairly, with honesty and transparency. Everything we do must stand the test of public scrutiny.


We must constantly strive to achieve the highest possible standards in our day-to-day work and in the quality of the goods and services we provide.


We must work cohesively with our colleagues across the group and with our customers and partners, to build strong relationships based on tolerance, understanding and mutual cooperation.


We must be responsible and responsive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.


We will be bold and agile, courageously taking on challenges, using deep customer insight to develop innovativeness.


Our organisational values underpin our strategy:

Be safe

We strive to keep our people, customers and the environment safe and always take action when we see danger

Be innovative

We will continuously improve our processes to ensure we are efficient, deliver value, and are easy to do business with

Be customer focused

We will provide value for money, leading market propositions and deliver the best customer service and experience

Be a team player

We will actively engage our people, and our stakeholders to build pride in Biffa and our Brand

Be accountable

We will take responsibility for everything we do, and deliver what we say we will

GrowthX, Inc.

We are building long-term, healthy relationships. We are doing this by being transparent and intentional, knowing that everything communicates. We think of this as living in congruence with our community.

People first

Innovative products, disruptive technology, big ideas, and massive addressable markets all come second. People come first. We are drawn to the human connection. Building and maintaining those relationships far outweighs the returns of any single transaction.

Professional Will

Our professional will fortifies us and drives our resolve to build an enduring company and to be of lasting service to our community.

Exponential Thinking

Take 30 linear steps and you end up 30 meters away; take 30 exponential steps and you end circling the planet 26 times! This is the impact we are trying to make. We want the step that we take together with our community to have an impact that is double the previous generation.


Trust is the foundation of all of our relationships. We earn trust through each interaction, both interpersonally and as members of a community. We hug elephants because we want to foster an environment of open communications, risk taking, a diversity of perspectives and the willingness to share out.

Respectful and Inclusive

Everyone should have equal opportunity to actively contribute and participate to their fullest potential. We take everyone seriously. We are aware of the pitfalls of an echo chamber. We listen respectfully and challenge disrespectful behaviors.


We treat every interaction as an opportunity. Therefore, we are grateful and we express our gratitude. By doing so, we remain mindful of our good fortune. Gratefulness reinforces our other core values and helps us stay true to them, even during challenging times.


We are open and obvious with each other and in all of our interactions, and we invite everyone to carefully consider whether we are congruous with their values, beliefs and professional goals. We are building long-term, healthy relationships by consistently communicating not only our decisions, but also our reasoning. In the process, we hope to be helpful. Transparency fosters continuously healthy relationships, even through periods of incongruity.


We acknowledge that we are owed nothing. Therefore, we are thankful for what we have. We are self-reflective and know our limitations. Humility fosters our growth mindset and helps us to recognize and appreciate that feedback is a gift. We are living in extraordinary times and we are humbled to play a role in each other’s lives and in the success of those we meet.

CBE companies

At CBE, not only do we have a clear purpose and mission, but our core values bleed into every team and each interaction our employees have with our clients. They are our daily inspiration and support our purpose: Making lives better one call at time, by connecting people to solutions.


We develop leaders…

We foster trust and collaboration to develop leaders focused on sustainable, superior performance. We set positive examples and invest in others so that they can follow the guidelines of leadership.


We do the right thing…

We conduct our business in accordance with the highest standards of professional behavior and ethics. We are transparent, honest and ethical in all our interactions with employees, clients, consumers, vendors and the public.


We treat others as we expect to be treated…

We embrace each individual’s unique talents and honor diverse life and work styles. We operate in a spirit of cooperation and value human dignity.


We anticipate change and shape it to fit our purposes…

We acknowledge the weaknesses within our industry and create ethical, forward thinking solutions to overcome them. We identify, develop and deploy leading edge technology, employee development programs and process improvement tools.


to know

We are experts. We know our clients, their companies, our candidates and our business. In our business, it is often the details that count.

to serve

We succeed through a spirit of excellent service, exceeding the core requirements of our industry.

to trust

We are respectful. We value our relationships and treat people well.

striving for perfection

We always seek to improve and innovate. We are here to delight our clients and candidates in everything we do. This gives us the edge.

simultaneous promotion of all interests

We see the bigger picture and take our social responsibility seriously. Our business must always benefit society as a whole.


Diversity and inclusion is at the forefront of Aerotek’s core values and core pillars of our business.

Aerotek provides equal employment and advancement opportunities to all individuals.

We are committed to providing the highest level of service and upholding our values and ethical standards in all of our company activities.

Alvarez & Marsal Holdings

While A&M continues to grow and change, living our core values remains constant. These are our core truths by which we work and hire.


Never let financial gain compromise integrity.


Always value quality people and quality work.


Do your homework before you form conclusions.


Like what you do and with whom you do it.

Personal Reward

Perform interesting work with interesting people and achieve results that matter.

More Core Values Examples

More core values examples: 250+ Best Core Values: Examples for 12 IndustriesSee also: 1500+ Best Company Vision and Mission Statements

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