This systematic approach to business ethics builds from the moral justification of market activity (jus ad mercatum) to develop just actions within the market system (jus in mercatum). Heath (philosophy, Univ. of Toronto, Canada) argues that the aim of business ethics is to distinguish inevitable moral flaws from flaws that form through institutionalization. Staged competition is necessary for this activity, and thus, "because some legitimate goals of owners or the firm are contrary to everyday morality, managers often find themselves obliged to act in ways that are contrary to everyday morality. ... [A] firm may not permit what is forbidden, but can require what is permitted" (p. 169). Managers seek "moral constraints that require economic actors to refrain from adopting strategies that would advance their interests in a way that promotes unhealthy forms of competition" (p. 99). The moral good is to prevent market failure or at least prevent private interests from benefiting from such failure. The normative logic of the market is a cooperative system that allows everyone to benefit. Thus, rules must be applied with phronesis, not mechanically. This extraordinarily well-contended, well-sourced argument is a must for courses in business ethics. Summing Up: Highly recommended. Undergraduates through faculty; professionals.

--R. Ward, Georgetown College

Roger Ward

Georgetown College