ABSTRACT
Building on the premise that ethics is important in all societies, this chapter develops expectations for business in an ethical society. The discussion accepts capitalism as the best economic system but also recognizes its potential for abusing stakeholders. The chapter then describes an approach to business that maintains and improves profitability while also protecting and integrating stakeholders. Hopefully this approach can provide an important future direction for business ethicists working within the capitalistic system to uncover strategies that can achieve both the mission of ethics and the mission of profits.
