WINSTON-SALEM — Wake Forest University's dean of business says companies should strive for nobility.

Steve Reinemund told the Winston-Salem Chamber of Commerce on Tuesday that making a profit is important for companies.

But Reinemund says many companies have mission statements that discuss a commitment to excellence in products, services, hiring and supporting communities.

Reinemund says not enough companies follow through on those ideas. He says the pursuit of nobility in business is hard, with experiments that fail and with successes that are not appreciated or rewarded.

But he says the effort is worthy because successful businesses make the world a better place.