faced with a similar problem. The decision-maker wants to do what a good
manager would do in the particular situation.
CULTURAL RELATIVISM
How does the action relate to the national culture, particularly its laws? If the action
conforms to the law, then it is right. If it is contrary to the law, then it is wrong.
Cultural relativists tend to reason as follows: “I strongly believe that x is the
right thing to do, because the law says so.”
The person perceives herself or himself as a member of a larger society that
has some common interests. A common saying among cultural relativists is
“When in Rome do as the Romans do.” This demonstrates tolerance and
respect for the practices and policies of the host nation or community.
Cultural relativism is also a rather common ethical theory. Many managers do
not want to break the law, even when doing so might personally benefit them
or their company.
UTILITARIANISM
How does the action relate to everyone who is affected by it? If the action is beneficial to
the greatest number of people affected by it, then it is right. If it is detrimental to the
greatest number, then it is wrong.
Utilitarians tend to reason as follows: “I strongly believe that x is the best
decision, because the consequences benefit the greatest number of people.”
Utilitarianism serves as the foundational ethic for the political, economic, and
business systems in the United States.
oDemocracy is utilitarian in the sense that everyone can state his or her
preference and the best public policy is that which the majority desires.
oThe ethics of capitalism is based on utilitarian logic – the economic
pursuit of self-interest improves national wealth more than other
economic systems.
oCost-benefit analysis is based on utilitarian logic – determine a
project’s total benefits and total costs, and if the benefits outweigh the
costs the project receives a favorable review.
DEONTOLOGY
Does the action treat every stakeholder with respect and dignity in all situations? Is the
action something that everyone should do? If yes, then it is right. If no, then it is wrong.
Deontologists tend to reason as follows: “I strongly believe that x is the best
decision, because everyone has a duty to treat everyone else with respect in all
situations.”
Deontologists emphasize the motives behind an action and individual rights,
rather than the consequences. They have a duty to follow “moral rules”
applicable to all people in all situations, such as the Ten Commandments.