Journal of Business Ethics Education 11.

© 2014 NeilsonJournals Publishing. Author 1st Version

The Virtue of “Virtue Ethics” in Business

and Business Education
Dennis Wittmer and Kevin O’Brien
University of Denver, USA

Abstract. This article offers an approach to advance the use of virtue ethics in the training of
business managers and leaders, as well as in the education of business students. A thesis is that virtue
ethics offers a valuable way to think about how we want to be and what we should strive to become
qua businessperson, manager, and leader. The article provides a framework for thinking about virtue
ethics in the context of business and leadership, with emphasis on building trust in organizations. It
includes a brief summary of Aristotelian virtue ethics, core concepts, and how they apply to
management and leadership decision-making. The article concludes with a summary of an approach
for teaching a virtue ethics module, which has evolved over the past 20 years. Included are exercises,
a survey tool, and a business case as components of the module. The module has been used in
corporate training, as well as graduate and undergraduate business education. It is hoped this
approach will spur others to explore other ways to bring virtue ethics to business and business
education.

Keywords: virtue ethics, leadership and virtue ethics, business and virtue ethics, Aristotle.

… the end aimed at is not knowledge but action. (Aristotle, “Nichomachean

Ethics”, p. 937).

The greater your integrity—the more honest, congruent, humble, and courageous
you are—the more credibility you will have and the more trust you will inspire.
(Covey 2006, p. 72).

To be a credible leader, you must have character, whose essential ingredients are
credo, competence, and confidence. (Kouzes & Posner 1993, p. 52)

1. Introduction

Business is a part of living, and success in both life and business requires
developing excellences (virtues), some moral and some nonmoral. Some personal
qualities thought to be important in life include honesty, courage, sociability, self-
awareness, empathy and compassion, discipline, hard work and trustworthiness.
Some nonmoral excellences for success in business and leadership are thought to
include financial competence, reasonable risk-taking, effective communication
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2 The Virtue of “Virtue Ethics” in Business and Business Education

skills, and strategic or long-term thinking. Equally critical for business leaders
are those qualities that build and sustain trust among those groups or stakeholders
affected by the success of business, stakeholders that include employees,
customers, suppliers, and the larger community. These stakeholders expect
qualities such as honesty, competency, fairness, transparency, openness, and
courage, a mix of moral and nonmoral excellences. These are qualities that build
trust for the business and its leaders. This way of thinking is the “stuff” of virtue
ethics. The virtue of virtue ethics as a framework is that it takes seriously the
critical importance of these attributes for success in life and business. Virtue
ethics is the study of, or critical reflection on, these qualities. For example, which
virtues are most important to success in business? How are they acquired? How
are they sustained, strengthened or weakened in organizations? How do good
leaders create environments that foster the development of critical virtues among
employees?
Success in business and success in terms of achieving moral virtue are distinct
accomplishments, although presumably they are connected. Common
measurements of business success are profitability, efficiency, size, growth,
longevity, and contribution to customer and community welfare and satisfaction.
Measurements of success for a morally virtuous person include consistency and
integrity in the application of virtues such as honesty, fairness, respect,
trustworthiness, and compassion. It would seem that one could be a successful
businessperson without being morally virtuous. Perhaps this is true in the short
run, but it is an underlying contention or assumption of the following discussion
that true success in business (long-term, sustainable success) requires at least
central moral virtues among the virtues demonstrated by successful business
people.
Our purpose in this article is to advance the use of virtue ethics in business
and corporate environments, as well as in the education of business students and
in the training of business managers and leaders. A thesis of this essay is that
virtue ethics is a way to think about how we want to be and what we should strive
to become qua businessperson, manager, and leader. We will begin by discussing
a framework for thinking about virtue ethics in the context of business and
leadership, with emphasis on building trust in organizations. We will then provide
a brief summary of Aristotelian virtue ethics, core concepts, and how they connect
to management and leadership decision-making. Finally, we will share details of
an approach developed and used for nearly 20 years of teaching business ethics
and nearly as long facilitating corporate business ethics training programs. Our
hope is that the discussion will encourage others to develop their own approaches
and ways of bringing virtue ethics to business and managerial decision-making.
Journal of Business Ethics Education 11 3

2. The Virtues of Business and Leadership

We use “virtue” in the classic Aristotelian sense of excellence (arête). Virtue is

a quality or excellence that makes a thing good according to its nature, and moral
virtues (versus intellectual virtues) are those qualities that make a person morally
or ethically excellent. As Aristotle might say, seeing well or excellently makes
an eye a good eye, running well or excellently makes a race horse a good one.
Likewise, being honest, loyal, compassionate, and trustworthy are qualities that
make a person excellent from a moral or ethical perspective.
It may be useful to position virtues into a larger scheme of value. We value
various things as goods to the extent that we hold them dear, serving our purposes
and desires. Instrumental goods can be distinguished from other goods that are
intrinsically valued. For example, money is valued instrumentally, for what it can
provide those who possess it. Surgery and dental work naturally fall into this
category of things having instrumental value. On the other hand, love, health and
companionship are more naturally valued intrinsically, that is for their own sake.
Other goods can be valued either intrinsically or instrumentally, e.g. knowledge
and friendship. We might value knowledge for how it might help us achieve
success, or it might be sought for its own sake, for the pure pleasure of learning
and knowing. Likewise, friendships may have instrumental value because of the
connections they provide (think “networking”). But friendship may also be
valued for its intrinsic value, not expecting anything beyond the joy of the
friendship itself.
So, what about virtues, in particular moral virtues? Can we distinguish
instrumental from intrinsic excellences? Many of the virtues of an excellent
businessperson are nonmoral, instrumental qualities. One may have the skill or
virtue of persuasiveness in selling, or one may have the virtue of positioning a
product for the right market. These virtues are useful in achieving business goals
and success; they are instrumental and nonmoral. What about the moral virtue of
honesty? The virtue of honesty certainly does have instrumental value, since
others will trust an honest businessperson and be more likely to do business with
her. Yet, we are taught “honesty is its own reward.” In this sense, honesty is and
should be a virtue with intrinsic worth, valued for its own sake.
Hence, virtues are excellences, some of which are purely instrumental and
others that perhaps have both instrumental and intrinsic value. Moreover, these
virtues can be further categorized as nonmoral (e.g. persuasiveness), while others
are moral qualities (e.g. honesty). As we will develop a bit more below, Aristotle
would add intellectual excellences as a further category of virtues, and here we
may think of the excellence in understanding and applying principles of good
business practice, such as understanding or knowing the principles behind
effective selling or having the practical wisdom about when and how to introduce
a new product.
4 The Virtue of “Virtue Ethics” in Business and Business Education

It may also be useful to acknowledge that the set of virtues embraced by a

particular group is to some degree culture and time bound. As Haidt (2006)
observes, “…our approach to morality is odd from the perspective of other
cultures…” (p. 158). Yet, more recently, positive psychology researchers have
looked for commonalities (not differences) of strengths and virtues across
cultures and religions. Peterson and Seligman (2004) found six broad categories
or families of related virtues: wisdom, courage, humanity, justice, temperance,
and transcendence. Wisdom, for example, as a family includes attributes such as
curiosity, love of learning, judgment, ingenuity, emotional intelligence, and
perspective. Thus, there may be an important commonality to virtues that cuts
across cultures.

2.1. The Purpose and Virtues of Business

As a starting point, when it comes to business, one might say the purpose is
producing quality products and services that add value for the customer, since this
is the nature of doing business. More broadly speaking, the purpose of business
can be considered to be producing happiness for all stakeholders by producing
quality products and services. “And this is the art of business: the art of creating
structures within which human partnerships can flourish, partnerships for living
well” (Morris 1997, p. 104). Robert Solomon (1993) provides a thorough account
of how to approach business and corporate life by using an Aristotelian and virtue
ethics perspective. The last part of Solomon’s book discusses what he believes
are the basic business virtues (honesty, fairness, trust, toughness), as well as
virtues of what he refers to as the corporate self (friendliness, honor, loyalty, and
shame). Of these, Solomon (1993) says, “Honesty is the first virtue of business
life” (p. 210). Here perhaps is one of those virtues that cuts across cultures and
times.
Of course, the purpose of business must include an ethical end since the goal
is to produce happiness for all stakeholders by producing quality products and
services. In this context, we give students the case of Ashley Madison, a website
that facilitates romantic affairs for married males and females. Ashley Madison’s
purpose can be considered unethical since its service produces unhappiness to its
clients’ spouses.
We can extend the analysis to other aspects and roles in business and
organizational life. These days being an effective or excellent team member is a
critical virtue in business, a virtue that schools of business attempt to teach and
foster. When it comes to being a virtuous team member in an organization or
business, LaFasto and Larson (2001) suggest that the following characteristics
form the basis for being an excellent (virtuous) team member: experienced,
productive problem solver, open, supportive, personal initiative and positive
style. All of these virtues appear to be nonmoral excellences, but other moral
Journal of Business Ethics Education 11 5

virtues seem to be required of both followers and leaders, e.g honesty and
truthfulness.

2.2. Virtue and Leadership

In terms of virtuous leadership, excellence in providing a vision and building

trust that will motivate others to achieve a common purpose are thought to be
important qualities that make a leader good. “Trust, along with shared cultural
assumptions, is the strongest glue binding people together in groups” (Bennis et
al. 2008, p. 26), and leaders have the responsibility of binding and motivating
members of the group or organization.
Unpacking the concept of trust, we are likely to find that trust consists of
these qualities, among others:

• reliance on a person or thing;

• confident expectation of someone or something;

• obligation, burden or responsibility imposed on a person in whom

confidence or authority is placed.

Hence, to be trustworthy as a leader or member of the team implies that one

is worthy of trust, is someone that can be relied upon and will be responsible.
Here a much stronger moral dimension is implied.
As an avid skier, I trust my old Subaru to get me to a ski area in a snowstorm,
I rely on the bindings on my skis, and I have confidence in the gondola lift to get
me to the top of the mountain. My trust is based on the experience and reliance I
have on the qualities or virtues of a thing, e.g. the virtue (excellence) of the all-
wheel drive of a Subaru in the snow. With respect to people, trust again is a
function of experience and reliance, e.g. relying on a spouse in terms of fidelity
or trusting that a friend will keep his word not to divulge something shared in
confidence. There is reliance and expectation related to the person or thing.
Likewise in business there is reliance and expectation of performance with regard
to products and services, and with leaders there is a reliance and expectation
related to their ability to motivate others with integrity toward a common vision.
In business and one’s professional life, we rely on or trust others to be
disciplined and diligent in doing their part of a team project. We trust a manager
to be transparent, honest, and fair in terms of performance reviews and merit
increases. With leadership in particular, Kouzes and Posner (1993) identify four
virtues or qualities as central to excellent or virtuous leaders (what they call
“credible” leaders): honesty, competence, forward-looking, and inspiring. Their
list reflects a mixture of moral, nonmoral, and even intellectual virtues.
6 The Virtue of “Virtue Ethics” in Business and Business Education

Followers rely on their leaders to exhibit these characteristics consistently.

Followers depend on consistency with respect to these core attributes, and the
virtuous or excellent leader is one who will be trust worthy, i.e. someone who is
reliable and constant with respect to those key virtues.
Being trustworthy (in part through honesty, competency, inspiration, vision)
makes a leader a good and moral leader. O’Toole (2005) reminds us more
explicitly of the moral dimension of leadership. “Hence, in addition to
effectiveness, leadership has a moral dimension: the capacity to discern and
provide justice” (p. 199). James Autry (2001), by other words, adopts a virtue
ethics perspective in his book, The Servant Leader. He advocates “five ways of
being” for effective leadership, and these ways of being are essentially five
critical virtues of effective leaders: Be Authentic, Be Vulnerable, Be Accepting,
Be Present, and Be Useful.
Successful leadership and management in organizations, then, is at least in
part, a function of trust, and trust in leaders and managers is a function of
nonmoral and moral virtues.

Trust is the expectation that arises within a community of regular, honest, and
cooperative behavior, based on commonly shared norms, on the part of other
members of the community. (Fukuyama 1995, p. 26).

Our discussion thus far has attempted to show how natural the language of
virtue and virtue ethics is to an understanding of good business practice and good
leadership. Acquiring and strengthening various excellences (moral, nonmoral,
and intellectual) is at the heart of being a good businessperson and leader. We
now turn to the classical conception of virtue ethics, as developed by its most
well-known proponent, Aristotle.

3. Aristotle and Virtue Ethics

It is worth reviewing some of the essential features of virtue ethics, at least our
particular representation and summary of Aristotle, since we believe
understanding the core theory is critical in understanding its application to current
business, management, and leadership. Perhaps the worst vice among the Greeks
was “hubris,” or arrogance and excess, including arrogance with respect to one’s
opinions and ideas. So, we offer this summary with genuine humility.

3.1. Framing the Object of Ethics

Referring to Figure 1, Aristotle’s approach to the study of morality and ethics is

grounded in a fundamentally simple approach and question, “What is a good
human life?” Ethics and morality are essentially about being a good person, being
Journal of Business Ethics Education 11 7

a good businessperson (if business is one’s chosen activity), or being a good

manager or leader (if that is a role one assumes). For Aristotle ethics is not an
intellectual exercise of finding and applying an abstract and objective decision
making formula that will produce some correct answer to the question, “What is
it right to do?” Rather it is making practically wise decisions or exercising
appropriate virtues to achieve goodness, and ultimately happiness, since the end
or purpose is action or doing.
The structure of Aristotle’s thinking is fundamentally teleological, i.e.
understanding the nature of something is to understand its purpose or function.
The function of a knife is to cut, the function of an eye is to see, and by extension
one might say the function of a businessperson is to provide quality goods and
services that add value for customers and other stakeholders.
With respect to human agents, teleology is the idea that human beings are
goal-oriented, purpose driven, or act with “ends in view,” to use a term from the
psychologist and educator John Dewey. To understand the nature of human
beings, and hence what it means to be a good person, is to understand one’s goals
and purposes, as well as one’s distinctive natural attributes. As discussed earlier,
human beings value or seek some goods only instrumentally, while valuing other
things as intrinsic goods. Love and friendship are examples of intrinsic goods.
There are some goods that we seem to value both instrumentally and intrinsically.
(See Figure 1) For example, while an MBA degree is valued instrumentally, the
knowledge and understanding hopefully resulting from the course of study may
be valued both instrumentally and intrinsically.

Figure 1: Aristotelian Model of Virtue Ethics

8 The Virtue of “Virtue Ethics” in Business and Business Education

3.2. Happiness as the Ultimate Good for Men

Aristotle begins his major treatise on ethics (“Nichomachean Ethics”) with the
idea that every art, investigation, and every practical pursuit aims at some good,
and the highest good in the realm of practical knowledge is political knowledge,
which includes ethical knowledge. It is in the community (“polis”) that the
greatest practical good can be achieved, in interactions with other members of the
community. Aristotle goes on to say that the ultimate good for humans is
happiness, since this is what human beings ultimately desire and pursue. When
parents are asked what they wish for their children, one of the more common
answers is for their children “simply to be happy.” Parents want their children to
“find their bliss” or happiness.
Bear with us, as we explore in more depth the etymology of the Greek term
for happiness (“eudaimonia”), since we believe it is a bit of language analysis that
may be helpful for understanding Aristotle’s conception of happiness. For
Aristotle happiness is “doing well” or ‘”living well.” It is “human flourishing,”
implying doing, action, and accomplishment. “Daimonia” (spirit) is combined
with “eu” (well), and hence “eudaimonia” implies a kind of excellence in spirit or
action, not a passive state of contentment. We may feel that glow of contentment
when we have worked hard to accomplish a task, e.g. securing new talent in the
organization, but there is activity or action that led to the accomplishment.
Moreover, for Aristotle “eudaimonia” is associated with virtue or excellence
(“arête”). Happiness is an active exercising (doing and thinking) of the distinctive
and natural capacities, most distinctively exercising human reason. It is worth
noting that Aristotle makes clear that happiness is not a singular action or activity.
Rather it is the consistent exercising of virtue or excellence, relating very much to
our discussion of trust as reliance on and consistency of practice. As Aristotle so
eloquently says,

Moreover this activity [virtue and happiness] must occupy a complete lifetime;
for one swallow does not make a spring, nor does one fine day; and similarly one
day or a brief period of happiness does not make a man supremely blessed and
happy. (Aristotle 33).

3.3. Moral Virtue

Aristotle defines “moral virtue”:

Virtue, then, is a state of character concerned with choice, lying in a mean, i.e.
the mean relative to us, this being determined by a rational principle, and by that
principle by which a man of practical wisdom would determine it. Now it is a
mean between two vices, that which depends on excess and that which depends
on deficit … virtue both finds and chooses that which is intermediate (Aristotle,
“Nichomachean Ethics” 1966, p. 956).
Journal of Business Ethics Education 11 9

A few comments about moral virtue are in order, as it does bear so much on the
nature of moral virtue in business or an organizational context.

• First, moral virtue is the disposition (state of character) or tendency to

choose wisely, and wise decision-making involves choosing the
middle ground between two ways to error, excess or deficiency.
Predictability flows from a settled disposition and established
character, and wise decision making is governed by rational principle,
as determined by the person of practical wisdom (“phronesis”). The
standard or measure is what a practically wise person would do, and
often that wisdom is earned and learned from experience and practice.
Having learned the lessons of organizational dynamics, for example,
more seasoned managers and leaders do generally increase wise
decision-making with respect to organizing and motivating employees.

• Second and picking up on this last point, moral virtue is developed and
strengthened through practice. We are not born virtuous, but we have
the potential or capacity for moral virtue. The acorn is not an oak tree,
as Aristotle would say, but with the right conditions it will grow to be
a healthy oak tree. Likewise, with the proper conditions a human being
has the capacity and potential to be a strong and morally virtuous
person, manager, and leader.

Using an analogy with physical fitness, one strengthens muscles of all sorts,
including the heart, with regular and vigorous activity. Moral character is
likewise strengthened and made dependable from morally virtuous choices and
judgments. The more one exercises those moral muscles, the easier it is to be
morally virtuous. Cynthia Cooper, the whistleblower at MCI WorldCom, put it
well, “Courage is acting in the face of fear. If we practice finding our courage in
smaller matters each day, we’ll stand a better chance of keeping the courage of
conviction when we come to the crossroads of more critical decisions” (Cooper
2008, p. 366).
Of course, we are all in various states of “becoming,” challenged by new and
different situations all the time. Perhaps just as an effective exercise routine
involves surprising the muscles with unexpected exercises, new and different
challenges to effective management and leadership can surprise and strengthen
moral character, making one’s character stronger from those moral surprises. A
new situation provides a challenging opportunity to further strengthen particular
virtues of excellent management and leadership.

• Finally, wise judgment or moral virtue requires applying dispositions

in different situations. The practically wise and morally virtuous
10 The Virtue of “Virtue Ethics” in Business and Business Education

choice depends on the situation, the individuals involved, the time, the
place, and the context. Thus, I think of Aristotle as a contexualist, not
a relativist. The morally virtuous course of action depends on the
context, but that does not mean it is simply relative to the inclinations
of a decision maker, allowing for whatever the individual feels is an
appropriate course of action. Choices are still governed by rational
principle. For example, honesty is a virtue for Aristotle, as is being
good tempered and friendly. One of the more difficult virtues or
excellences of managers may be giving feedback to employees. How
does one balance (find the middle ground) between “brutal honesty”
and uncritical acceptance of poor performance? It does depend, of
course, on the temperament of the employee, the pressure of the current
work environment, the external factors faced by the employee, as well
as other aspects of the context. Virtuous conduct, then, involves
“finding a way” (finding that middle ground) to be honest and
courageous, while being considerate, motivating, and good-tempered.
There is no simple formula that will yield a solution, but rather it
requires considered and wise judgment.

In summary, for Aristotle virtues are well-developed dispositions to act,

choose, and behave in accordance with the expected excellence, e.g. inspiration
or honesty. Virtuous leaders will consistently apply these virtues to situations,
establishing a track record of reliance and dependability. Following Aristotle,
these dispositions are a product of practice and habit. We are known more by
what we do and how we choose, than what we say. It is the little decisions to
practice, e.g. transparency, that establishes a reputation of a leader who can be
“relied on” to be transparent. Indeed, habit and discipline develop the virtues and
vices that form one’s “character,” so much so that when a person, who is known
for his actions as an honest leader, behaves in a dishonest manner, a colleague
might be in denial or say that was totally “out of character”.
Table 1 summarizes the list of virtues and their corresponding vices, which
Aristotle discusses in Book II of the Nichomachean Ethics. Beyond having a
specific list of virtues and vices, the list is instructive for another reason, and that
is that Aristotle made us aware that virtues and vices are responses to natural
feelings and emotions that all human beings experience. It is how we respond in
situations that determine whether an act or one’s moral character reveals a
tendency for virtue or vice. For example, we experience feelings of fear and
confidence (whether in actual military battle, situations of public speaking, or
giving honest and direct feedback to employees or one’s boss). If one confronts
the fear and acts (e.g. giving honest feedback), one exhibits courage. If one
avoids the fear (e.g. finding a way to not do face-to-face feedback), one may
exhibit some degree of cowardice. And if one gives brutal feedback without
Journal of Business Ethics Education 11 11

concern for its effect on a vulnerable employee, then perhaps that manager has
demonstrated a bit of recklessness in his job.

Table 1: Aristotelian Virtues (Organized According to Book II, Nichomachean Ethics)

FEELING/EMOTION VIRTUE VICE (DEFICIENCY) VICE (EXCESS)

Fear / Confidence Courage Coward Reckless
Pleasure/Pain Self-Control “Insensible” Self-indulgent
Giving/Taking Generosity/Liberality Stinginess Extravagance/
Money (Small) Prodigality
Giving/Taking Magnificence Meanness Tasteless/
Money (Large) Vulgarity
Honor/Dishonor Pride Undue Humility Empty Vanity
(Great)
Honor/Dishonor No Name (Ambitious) Unambitious (Overly) Ambitious
(Small)
Anger Good Tempered Inirascible/Apathetic Irascible/Short-
Tempered
Speech/Action Truthfulness Mock-Modesty Boastfulness
(truth)
Speech/Action Wittiness Boorish Buffoon
(pleasantness in
amusement)
Speech/Action Friendliness Grouchy/Surly/ Obsequious/
(pleasantness Quarrelsome Flatterer
in daily life)
Shame Modesty Shameless Bashful
Pain/pleasure Righteous Spite Envy
(Fortunes of Indignation
Neighbors)

4. Virtue Ethics in a Business Curriculum: A Virtue Ethics Module

Nearly twenty years ago we met with a colleague (Don Nelson) to formulate a
team-taught course in business ethics, professional responsibility, and the social
responsibilities of business. As we examined possible books at the time, we
noticed the glaring absence of one of the classic ways of thinking about personal
ethics, namely Aristotelian virtue ethics. Thus, we went about designing our own
selected readings, including the development of our own materials and exercises
for enjoining students to consider the virtue of virtue ethics as a way of becoming
a better person, manager, and leader. These materials have been used with MBA
and Executive MBA students, as well as undergraduate business students.
Additionally, the approach and materials have been used in corporate training
12 The Virtue of “Virtue Ethics” in Business and Business Education

programs in various industries and at various levels in organizations, from mid-

level managers to Boards of Directors.

4.1. Good Persons, Managers, and Leaders (Open-Ended Class Survey)

To begin an exploration of virtue ethics, we use the following exercise to get

students or corporate participants thinking about the virtues or essential qualities
of excellence qua person, manager, and leaders. Using an open-ended question,
students are asked to identify those qualities that are essential for being a good
person, manager, and leader. Before doing any readings regarding virtue ethics,
students share their “Letterman Top Qualities” in response to the following
prompt:

What do you think are the top three characteristics for each of the following: a
“good person”, a “good manager”, and a “good leader”? What are the most
important qualities that a “professional business person” should exhibit?

In an online environment, participants can share their responses publicly. In

a live training environment, participants can make lists, share their lists, and look
for commonalities in small group discussions. Then a facilitator can summarize
the results with three columns. It is very typical for “good person” to include
caring/ compassionate, honest, trustworthy, and loyal. For “good manager” the
most common virtues may include being a good communicator/ listener, honest,
organized, and fair. For “good leader” virtuous qualities may include honesty,
visionary, motivator/ inspiring, and supportive. These lists can serve as a point of
departure as they are applied to a case study. An additional feature for discussion
is to have students or participants provide examples of the best manager or leader
they have experienced, including stories or scenarios that are memorable in terms
of exhibiting core values and virtues.

4.2. Leadership Characteristics Profile (Class Profile)

We then ask students to complete (online or with hard copies) an instrument

developed by Kouzes and Posner (see Appendix 1). This survey takes 3-5
minutes, asking students to select (but not rank) their top seven characteristics
(from a list of 20) of what they value in a leader. A profile for the group or class
can quickly be calculated, determining the percentages of the group for each of
the 20 characteristics, and the class profile can be compared to national samples
from Kouzes and Posner. Typically, honesty is a virtue that is most prevalent,
with over 80% of the class choosing honesty as one of their top seven
characteristics. The top four characteristics, as reported by Kouzes and Posner,
are honesty, forward-looking, inspiring, and competent, and this is very typically
Journal of Business Ethics Education 11 13

the profile for the class. Moreover, by way of comparison, an instructor or

facilitator can show the comparison of the top four characteristics when surveyed
regarding attributes of “good colleague or co-worker,” which Kouzes and Posner
report as honesty, dependable, cooperative, and competent. A lesson and point
of discussion relates to the importance of honesty and competency across
business roles.

4.3. Exploring Business as a Virtue-Based Profession

Moreover, the distinction between intrinsic and instrumental goods plays out in
the business context between whether the focus should be on internal or external
goods to be excellent as a professional. Aristotle posits that we all need both in
life, but what drives our practice to become excellent—the external instrumental
goods of fame and fortune or the internal intrinsic goods central to a profession
to become excellent for others. Students are assigned the reading “What Kind of
Person should a Professional Be” by Albert Flores (1997) for the purpose of
understanding the pressure by employers focused on the external goods of fame
and fortune to successfully increase company profits. This is in sharp contrast to
virtuous professional employees focused on internal goods central to their
profession. Flores asserts that this “success” pressure and focus on external
goods in this context frequently causes a “general decay in the exercise of virtue
by professional employees” (p. 7).
Since a business cannot act without its agents—the ethical focus is on both:
(1) the “meta-professional” executive who must transcend and manage traditional
professional employees, and (2) the independent professional employees who
have a duty not only to obey the legal and ethical directives of the executive, but
also to their profession. Often, the duty demanded by the employee’s profession
supersedes the duty owed to the employing business. And in this sense, the
ethical conduct of the business can only be analyzed by reference to the conduct
of its agents.
As an apt example, we show two clips from the movie “Titanic.” In the first
clip, the president of the cruise line (the meta-professional) questions the captain
(the independent professional employee) why he has not yet lit the last boilers in
order to break the Atlantic speed record because it would “make headlines” and
“you can retire with a bang.” In the second clip, the first officer informs the
Captain that the “bergs will be hard to see with no waves” and the Captain
responds “full speed and heading” after appearing to first consider the internal
goods involved (namely, his chief responsibility of protecting the lives of the
passengers), but then remembers external goods stressed by the President. The
Captain thus makes a fatal, non-virtuous decision caused by the executive’s
successful appeal incorporating a focus on external goods. An important part of
virtue ethics is for organizational actors to be able and willing to exercise their
14 The Virtue of “Virtue Ethics” in Business and Business Education

individual agency. Here, the Captain was clearly able to do so, but failed to do so.
In essence, this appeal caused the decay of the Captain’s exercise of his virtue
with disastrous results.

4.4. Learning through Applications and Cases

A real test of virtue ethics as a theoretical framework is whether the concepts and
approach have application to business life and leadership. Having developed a
class profile for the leadership characteristics survey, as well as listing the most
important qualities of a good person, manager, and leader, we ask students to read
and analyze the qualities (virtues and vices) of the main character (Joe Sullivan)
in a business case we have written and published. The case was originally
published under the real name of the character (Wittmer & Wittmer 1997), but
later revised with the fictitious name Joe Sullivan in order to provide greater
anonymity for family members. The case is written in three parts. We provide
Parts A and B to students initially. In an online environment, a discussion thread
can generate exchanges about attributes of Joe Sullivan, the main character of this
modern day tragedy. In a classroom setting, we divide the class into small groups
to develop a list of Joe Sullivan attributes or qualities (virtues and vices). A
synopsis of the case follows, but the case involves the president and CEO
deciding to intentionally mislabel beer (stronger beer is labeled as weaker 3.2%
beer) in order to fulfill an important order, a violation of state law. The case is
very impactful because of the way things unravel, ending with a suicide of the
president and CEO.

Case Synopsis: The case of “Joe Sullivan” involves a local beer distributor in
Denver, whose name has been changed for class discussion. The case involves a
strong leader and CEO of a beer distributing company. Joe was a very well
respected member of the community, heavily involved in community and
religious activities. Joe inherited a marginally profitable family company, and he
successfully led the company to be the largest beer distributor in Denver.
Colorado has blue laws that permit grocery stores to sell only 3.2% beer. Sullivan
expanded his business to soft drinks, but this strategy proved unsuccessful,
leaving him in a precarious financial position. After receiving and agreeing to fill
an order from a grocery store chain for 750 cases of beer, Joe discovered he only
had half the 3.2 order in stock. Since this was a new client that he coveted, Joe
decided to stamp cases of strong beer as 3.2% beer. The case involves the
aftermath of that decision, including whistleblowing by one of his terminated
employees, sanctions by the state, loss of the business and eventual suicide. The
case is available for download and use at (http://portfolio.du.edu/dwittmer).
Teaching notes are available upon request as well.
Journal of Business Ethics Education 11 15

The way we lead the case discussion is to leave the attributes of good person,
good manager, and good leader (from the earlier exercise) on the board. In
addition, students have the list of Aristotelian virtues and vices (Attachment 1).
Small groups discuss and create lists of Joe’s qualities (good and bad). As they
report out from group discussions, we write these qualities on the board, and both
virtues and vices will emerge.
We use this discussion as an opportunity to discuss the continuum of virtue
and vice. For example, often students will describe Joe Sullivan as “ambitious”
or a “risk-taker”. We press as to whether students are using the words as a virtue
or vice. We then ask whether ambition and risk-taking are excellences (virtues)
of being a good businessperson. While there is general agreement among students
that being ambitious and being a risk-taker are virtues of business, they generally
argue that Joe Sullivan had become excessive in his risk-taking and overly
ambitious. This general model of analysis can be used for many other qualities
that groups identify, and the case analysis becomes the vehicle for applying virtue
ethics in business decision-making.
A few other items are important to mention in terms of how we use the Joe
Sullivan case in discussion.

• A mixture of virtues and vices emerges from discussion about Joe

Sullivan, which presents an opportunity to emphasize the complexity
of virtue and vice that we all exhibit as human beings.

• The dishonesty of Joe Sullivan becomes a focus in the discussion,

which provides an opportunity to relate back to the Leadership
Characteristics Profile. The profile typically includes honesty as one
of the most important qualities of leadership. Moreover, loss of trust
usually results from dishonesty, and once lost, trust is difficult to
regain.

• The discussion of dishonesty (in this case with customers, community,

and even family) provides an opportunity to reinforce the acquisition
process of Aristotelian virtue ethics. Virtues and vices result from
habit and practice. Hence, the importance of having strong character
(disposition) to behave in predictable ways for others is achieved.

After a thorough discussion of Joe Sullivan (A)(B), we hand out part (C),
giving time for students to read and process, which does not take more than about
five minutes. Joe Sullivan (C) ends with suicide, and we try respectfully to elicit
student responses. Moreover, we relate to Aristotle’s discussion of tragedy and
tragic heroes with the following quote:

A man who is highly renowned and prosperous, but one who is not pre-
eminently virtuous and just, whose misfortune, however, is brought upon him
16 The Virtue of “Virtue Ethics” in Business and Business Education

not by vice and depravity but by some error of judgment or frailty (Aristotle,
Poetics, Chap. XIII).

Students debate (both online and in class) whether Joe Sullivan is a “Tragic
Greek Hero,” but most believe he does not qualify under Aristotle’s definition
since the teaching case describes another instance of dishonesty—namely,
changing the date of the beer to make it appear fresher. Consequently, Joe
Sullivan was practicing the vice of dishonesty. The class then discusses whether
Joe Sullivan’s misfortune was caused by a singular focus on external goods of
fame and fortune rather than internal goods of a professional leader—namely,
what would make him excellent for the public good. Here, his excellence would
have been achieved in truth-telling regarding his product for the protection of
customers.

4.5. Wallet Virtues and Values

The final activity in this virtue ethics module is for participants or students to
create their personal wallet virtues and value. This is an exercise in identity and
commitment. As we carry business cards that identify ourselves in terms of
position and organization, a card of wallet virtues and values reflects our identity
in terms of the qualities or attributes that are most important to us. Students are
provided blank business cards with two precut sheets of laminating paper for the
front and back of the card. Students are asked to consider the core values and
virtues, that is, those they would least want to compromise in their personal and
professional life.

5. Conclusion

Some argue that you can’t teach ethics at the high school or college level because
values are primarily instilled at a young age. But character is not static. People
can and do change throughout their lives… (Cooper, 2008, p. 364)

We have attempted to sketch an approach for making virtue ethics and Aristotle
relevant to business leaders and business students. An Aristotelian framework
can provide a very intuitive and common sense approach for understanding the
nature and purpose of business, as well as the qualities that make managers and
leaders excellent, successful, and good. In our experience of teaching business
ethics for over 20 years, we have found that business managers, leaders, and
business students find virtue ethics intuitively appealing. It is something they
write about in reflective papers or in values-based leadership plans. It is a theory
they seem to master quickly and be able to apply to their own lives, personally and
in business.
Journal of Business Ethics Education 11 17

Virtue ethics is also an approach to ethics that seems to resonate and be

remembered. For the last twenty years, a key deliverable for the business ethics
course is an eight-hour service learning project with an extensive paper reflecting
on the student’s experience based upon making connections to the themes and
concepts of the course. While social capital and ethical frameworks are
sometimes discussed, by far students reflect the most commonly and extensively
on the connection to virtue ethics. Specifically, students describe “happiness” as
the experience furthers their excellence for others in the community. While we
have not done a systematic study on the impact of the course on students,
anecdotal evidence suggests that virtue ethics is a very memorable part of the
course.
We have shared one approach for teaching virtue ethics in business, and we
are sure there are many other ideas and approaches for achieving similar goals.
With all the new technologies for sharing ideas, one would hope there might be a
vehicle for sharing these approaches. It seems we need
virtue.ethics.in.business.com!

______________________

References:

Aristotle (1966), “Nicomachean Ethics”, in R. McKeon (Ed.), The Basic Works of Aristotle, New
York, NY: Random House.
Aristotle (1966), “Politics”, in R. McKeon (Ed.), The Basic Works of Aristotle, New York, NY:
Random House.
Aristotle (1968), The Nichomachean Ethics, H. Rackham Trans., Cambridge, MA: Harvard
University Press.
Autry, J. (2001), The Servant Leader: How to Build a Creative Team, Great Morale, and Improve
Bottom-Line Performance, Roseville, CA: Prima Publishing, Roseville, CA.
Bennis, W., Goleman, D., and J. O’Toole (2008), Transparency: How Leaders Create a Culture of
Candor, San Francisco, CA: Jossey-Bass.
Cooper, C. (2008), Extraordinary Circumstances, Hoboken, NJ: John Wiley & Sons.
Covey, S. M. R (2006), The Speed of Trust, New York, NY: The Free Press.
Flores, A. (1997), Professional Ideals, Belmont, CA: Wadsworth Publishing.
Fukuyama, F. (1995), Trust: The Social Virtues and the Creation of Prosperity, New York, NY:
Free Press
Haidt, J. (2006), The Happiness Hypothesis: Finding Modern Truth in Ancient Wisdom, New York,
NY: Basic Books.
Hartman, E. (2006), “Can We Teach Character? An Aristotelian Answer”, Academy of
Management Learning and Education, 5: pp. 68-81.
Kouzes, J. M. and B. Z. Posner (1993), Credibility: How Leaders Gain and Lose It, Why People
Demand It, San Francisco, CA: Jossey-Bass.
LaFasto, F. and C. Larson (2001), When Teams Work Best, Thousand Oaks, CA: Sage.
Morris, T. (1997), If Aristotle Ran General Motors: The New Soul of Business, New York, NY:
Henry Holt & Co.
O’Toole, J. (2005), Creating the Good Life: Applying Aristotle’s Wisdom to Find Meaning and
Happiness, New York, NY: Rodale Press.
18 The Virtue of “Virtue Ethics” in Business and Business Education

Peterson, C. and M. E. P. Seligman (2004), Character Strengths and Virtues: A Handbook and
Classification, Washington, D.C.: American Psychological Association and Oxford University
Press.
Roca, E. (2008), “Practical Wisdom on Business Schools”, Journal of Business Ethics, 82(3): pp.
607-20.
Solomon, R. C. (1993), Ethics and Excellence: Cooperation and Integrity in Business, New York,
NY: Oxford University Press.
Wittmer, D. P. and Wittmer, D. L. (1997). “Paul Murray (A), (B), ( C)”, Casenet: Premier Series
(casenet.thomson.com/casenet/abstracts/paulmurray.html), South-Western College
Publishing.

Appendix 1

Leadership Characteristics Survey

(Check the seven most important characteristics of a leader)

____ Ambitious
____ Broad-minded
____ Caring
____ Competent
____ Cooperative
____ Courageous
____ Dependable
____ Determined
____ Fair-minded
____ Forward Looking
____ Honest
____ Imaginative
____ Independent
____ Inspiring
____ Intelligent
____ Loyal
____ Mature
____ Self-controlled
____ Straightforward
____ Supportive

Source: Kouzes, J. M. and B. Z. Posner, Credibility: How Leaders Gain and Lose It (1993)