Saul Klein is the Dean and Lansdowne Professor of International Business in the Gustavson School of Business at the University of Victoria. The Gustavson School promotes four pillars for business success: 1. entrepreneurship and innovation, 2. integration, 3. internationalization, and
4. social responsibility. 
The Gustafson School places a lot of importance on working internationally. Seventy - eighty percent of its students study overseas while they are enrolled. Importance is placed on learning through direct experience. They also emphasize the notion that leaders have a responsibility to society. They need to think about the impact that they have. The school does not only operate in academia. Saul gave an example of a project in Tanzania where they taught business entrepreneurship to a group of local residents. The school places a lot of importance on the notion of trust. Establishing trust results in both economic functioning and satisfaction in the community by both customers and those who are impacted by the business. The school has done surveys to determine a "trust index". Survey subjects were asked which brands are trusted and why. The study established the major determinants of trust, namely 1. keeping promises, being reliable and consistent, 2. the role of the company in society, i.e. environmental sensitivity and positive contributions to society. Once a company has established trust, it can draw on this trust when things go wrong. He gave a couple of examples in the airline industry - WestJet coped well when it had to cancel flights due to bomb threats. Passengers impacted by these changes felt they had been treated well by the company. United Airlines did not do as well with an unscheduled stop in Newfoundland, when passengers were put up at a military base but the crew stayed in a hotel. United also has a bad reputation for destroying musical instruments, as evidenced on the popular You Tube video "United Breaks Guitars". The travel industry overall has low levels of trust. The most trusted business in Canada is Tim Hortons. It has a high level of consistency, and is known for giving back to the community. Klein said that it will be interesting to follow the level of trust now that the company has been taken over by a new owner that is implementing cost cutting measures. Trust is important at all levels. Interpersonal trust is important in order for societies to develop. At this level there are three measures of trust - 1. benevolence/affinity, 2. integrity/keeping promises, 3. the ability (skill) to perform. The school is teaching students how to build trust. When trust erodes, business suffers.