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Abstract
This paper examines the views of members of the veterinary profession towards the change in orientation of professional practice that is occurring. It contrasts the values of veterinarians with those of doctors, dentists, lawyers and accountants. Particular attention is given to the areas of business efficiency, competition and advertising.
Data was derived from self-completion questionnaires containing 40 Likert scales which were mailed to 300 members of each of the five professions.