What is the biggest attraction for employees? An international study reveals that the answer is not pay or terms, but rather the values guiding the company. In recent years, this trend is also building up among Israeli executives. "Organizations have no choice but to take responsibility and build a clear and definite normative infrastructure", says Nurit Berman of Emda. "If they mature managers are involved in a company they cannot identify with normatively, this will not be enough for them".