Wesley Cragg (2002), 'Business Ethics and Stakeholder Theory', Business Ethics Quarterly, 12, pp. 113-42.

Seen from this perspective, business people and organizations are not a special case. They face the challenge of deciding whether their activities will be guided by ethical principles when ethics and self-interest appear to diverse in significant ways. And they face the challenge of applying moral values in complex environments where their application is neither clear nor straightforward.