This article argues for a new direction in business ethics research. A number of widely discussed concepts popular in the business world today appear to converge around a set of practices that imply a new ethic capable of linking the competitively effective with the morally good. Seizing this opportunity requires that ethicists redirect their attention away from a traditional focus on applying existing moral theories to business practice and adopt instead a "constructivist" focus that works backward from these best practices to construct a new ethic that supports them.
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