Chapter 1: Reflection

Chapter 1 told us about what business is - that is not only rooted on capital, but
also on ethics. According to Bowie (1982), in business, profit maximization must be
pursued, but that one should avoid inflicting harm in the process. For me, this is
where ethics gets in. As ethics is the study and evaluation of human conduct in the
light of moral principles, it should be the guiding light of businesses to parallel their
goals to moral principles.

It is also said in this chapter that business cannot and should not only be defined
in terms of profit. While it is true that profit is important for the continued existence
of an enterprise, there is danger when one sees profit as the only reason for its
existence. A business therefore, should have a greater purpose - and that is to serve
men as they make human being better humans.

As ethics are born from moral principles, moral principles serve as the basis of
moral standards that means the principles of right or wrong that should be followed.
These standards are universal. It applies to all and cannot be changed by mere
agreement. In the ideal sense, the law is supposed to uphold what is moral. But, the
law can still be found inadequate or in the contrary of moral standards. That is why
there are still issues in our society. Because of the contradicting principles we have in
life. People may still uphold moral principles, while other people already stick with
the “immoral” laws.

About those issues, we have heard a lot of debates. But reflective discourse and
critical thinking are two important concepts introduced in this chapter, which is
suggested to be used as an approach to understanding business ethics. In debates, the
teams would try to rule out each other. While in reflective discourse, the objective is
to pool together what people know in the light of “good reason” so that they may be
able to have a more complete perspective. In this form of discussion, no one is
supposed to take a position on anything. Critical thinking on the other hand, is then
are of analyzing and evaluating, thinking with the view to improve it. Especially,
ideas from the reflective disclosure. Using these approaches, we can expand our frame
of vision so that we can see issues in the better light.
 As a student, this chapter taught me that studying business ethics will make me
consider the common good, and not only profit, as a motive of running a business. A
paradigm shift will soon happen as enlightened by reflective discourse. Business goals
should not only be profitable but also ethical, and ethically achieved.