ABSTRACT
Chapter 6 discusses the challenges in developing a moral theory of business and offers a conceptual framework for what could become a starting point for a narrative theory of moral business. The proposed framework acknowledges the key denominators of moral management from both organizational and individual perspectives. It understands a process of moral management as the interplay of individual factors in the organized environment, which is subjected to dominant narratives, eventually becoming organizing principles, such that a stakeholder paradigm coupled with utilitarian undertones in business ethics and seeing entities, especially corporations, as trendsetters and social leaders, can contribute to the sanctioning of the rule of efficiency. The chapter follows with a discussion on the rule of organizing as a factor of moral management. It asks whether the very nature of organizing is a barrier undermining moral management with a dominance of the rule of economic efficiency positioning organizations and specifically firms at risk of a moral atrophy.
