Challenging the assumption that the only motive in business is egoism (self-interest), four distinct potential prosocial motives are identified: egoism, collectivism, altruism, and principlism. It is suggested that each of these motives may, under certain nonextraordinary conditions, operate in business settings. None is a sure-fire source of ethical business practices, however. Each may at times
... [Show full abstract] lead to action that makes more people better off and fewer people worse off; each may also lead to action that does the opposite.