ABSTRACT
Chapter 4 discusses some of the structural trends of business ethics literature including the dominant narratives emerging but also from the key international management and organization conference themes and programs. It discusses previous, literature-based conclusions with reflexions from personal participation in the field. Given that narratives have the potential to develop new social norms and can be powerful tools defining social and organizational relations, they can be vehicles channeling contemporary approach to morality in organizations. Part of this analysis, which underlines the consequences of a utilitarian approach to management, can be seen in relation to the issue of self-interest justification as discussed in previous chapters. This chapter focuses on the market perspective of moral management, specifically introducing the notion of a moral market, as discussed in the academic environment.
