It's wrong to like war.
A war between neighboring countries breaks out and both sides approach Tim's company for supplies.
Tim wants his company to be successful.
Tim ponders the meaning of success across realms other than the bottom line and refuses to sell to either side.
Tim sells to both sides, privately relishing the war's affect on his profits.
A journalist covers Tim's moral stand garnering the company positive attention.
An expose shows how immoral Tim's is being and the company's stocks drop.