pragmatism and business ethics
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Collin Kennedy
Pragmatism and Business Ethics
On the topic of the American Business ideal, Gerald Cavanagh once wrote,
One of the strengths of the American business ideology has been its pragmatism:
how to get the job done without much inconsistency. Simply put, pragmatism says
that which works is by that good and true, (1976, p. 172). Such a loose
interpretation of William James conception of truth has to be taken lightly. Im sure
the colonist thought that the use of slave labor significantly increased their
productivity and dividends when it came it the tobacco trade, but one could hardly
say that such practices were good and true. From the outside looking in, it would
be a fair assessment to say that the United States uses a pragmatic approach in
regards to the way business is practiced. Much of the business world holds to the
belief that the main goal and responsibility of any business is to generate the as
much profit as possible for its shareholders. Firms and corporations implement
policies and procedures that try to optimize resources and expand that bottom-
line number. While such practices do fit in with the pragmatic view, the four main
contributors of this field of philosophy would argue that such views come with its
own set of ethical codes. Business ethics, for many years now, has been an area of
discussion in which numerous viewpoints of past philosophers have been argued
and weighed. I can still remember taking my ethics class sophomore year and
looking at all of the different ethical theories and how they related to different
aspects of business and different case studies. While we discussed the pros and cons
of each theory of thought, I distinctly remember the lack of a final conclusion to
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which school of thought is superior to the rest. One of the main problems that these
pragmatists had with their classical philosophy counterparts was their call for
finding absolute truths and principles. In an era of business that usespractical
means to accomplish goals, it follows that apragmatic code of ethics should be
utilized. This paper will examine current business and management processes and
see how they fit into the pragmatic framework. Special emphasis will be put of
Dewey and his pragmatist thoughts and insights.
Lets begin by looking at the idea of big business and see how itfits into the
pragmatist framework. One of the centrals nodes of pragmatism that Dewey and his
counterparts came up with is that there is no such thing as absolute truth. Rather,
pragmatism relies on constant experimentation (both natural and morally) and
growth. The views and idea we hold now are only true until they are either outdated
or disproved. This same principle carries over to the business world. Government
policies regulating trade and capitalism are only relevant until the collective decides
that such guidelines no longer apply and need to be updated and changed. At the
heart of both business and pragmatism is the idea of innovation, or changing with
the times. As an individual or a business, refusal to grow and readjust as times and
society changes can have detrimental effects. This brings up the question of what
exactly it means to be an individual in the context of society. The pragmatist view
holds that there is no such thing as an atomistic individual. That is, no person can be
completely separated from the context of the rest of the community. True
community occurs in the interplay between the individual and the generalized
other, and this takes place through ongoing communication in which each adjusts,
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or accommodates the other, (Rosenthal p. 11). I believe that this quotes by Susan
Rosenthal also applies to the relationship that businesses has with both the
collective community and the government as well. There is so much talk today about
the public vs private sector and whether the government should govern business. I
think, as Dewey would think, that this dualism should be gotten rid of. Businesses
are like the individual in the former quote. If we want to make a true community
each business needs to communicate with the generalized other, including the
government.
In todays world of business ethics the phrase Corporate Social
Responsibility is often thrown around. This refers to a business taking
responsibility for its impact on society through safe labor practices, being
environmentally friendly, and spending capital in the best interest of society. In
many instances, businesses and corporations have been found guilty of
implementing poor CSR practices and come under much attack and backlash when
sought to amend these problems. Take Nikes labor debacle in 1997 a labor policy
watchdog released a report that highlighted unsafe working conditions in one of
their Vietnam factories, including low wages, teenage workers, and poor treatment
of workers. As can be expected customers were shocked and outraged at such
findings. Nike spent the next seven years putting in policies that outlined new
procedures for Nike in terms of labor practices, environmentally friendliness and
other guidelines. They even become one of the leading activists in the Fair Labor
Association. Throughout all of the implementations the company put in place, Nike
still came under fire. Critics claimed that Nike was simply using these policies to
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gain favor with consumers through positive PR. Throughout this era of CSR many
companies have come under these same kinds of attacks. The true pragmatist would
say, So what if they are? In his Later Works, Ethics, John Dewey wrote:
That men form purposes, strive for the realization of ends, is an established fact. It if
is asked why they do so, the only answer to the question, aside from saying that they
do so unreasonable from mere blind custom, is that they strive to attain certain
goals because they believe that these ends have an intrinsic value of their own; they
are good, satisfactory. (Ethics, 1932, p. 186)
It may be true that the end goal in many of these practices is to generate good buzz
about a company. Who doesnt love a business that they can relate to socially? The
important thing to keep in mind is that such CSR policies and implementations make
significant differences and impacts on the community. With the case of Nike, their
new labor policies not only allowed them to refute their previous unethical charges,
but also allowed Vietnamese workers to earn a living in which they could provide for
their families. While critics claim that such practices are such a response to negative
press, as Rorty puts it Pragmatists, in contrasts, treat inquiry in both business and
ethics as the search for adjustments, (Rorty, p. 72). Unfair practices cannot always
be prevented until they come to light. Years later after the allegations, Nike CEO
stated, After a bumpy original response, we focused on making working conditions
better and showing that to the world. It becomes a tool for both our management of
business and in giving us clues about what we need to do next. Such statements by
Phil Knight puts to practice what Rorty meant by adjustment. (Keller)
As mentioned earlier, dualism is something that John Dewey lobbied strongly
against. On this topic lets approach one of the many ethical decisions that are facing
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many businesses today. In the early days of capitalism, not much thought was put
into the notion of saving natural resources or taking care of the environment. There
was this idea that our resources were endless and the nature that surrounded us
would always be around. This was the development of the Modern Worldview. The
dualistic idea that nature and humans stood distinctly apart, as the environment
was simply a means of producing natural resources to create goods. Look how that
has worked out for us. In the past 30 years, a significant number of animals have
gone extinct, oil which, we need to survive, is at an all time low, and global warming
is at an all time high. And through this, consumer consumption continues to rise and
so the businesses continue to burn through our environmental resources. One of the
foundational aspects of pragmatism is being able to observe the practical
consequences of our actions. What do you think the consequences will be if we
continue to burn through our resources as we are now? Economic growth will
diminish and our growth as a society right along with it. The pragmatic solution to
this? Weve already begun the process: green businesspractices. By producing
products in ways that are environmentally friendly and dont hurt our natural
resources, business is slowly turning away from the dualistic view mentioned above.
Instead of two separate entities, the economy and the environment go hand in hand.
While businesses and corporations on the whole play major roles in
impacting the community at large, I want to now turn and focus on the people
within those organizations, specifically managers, who help to make the decisions of
the whole. The question we turn to now is, in a pragmatic framework, how does a
manager act ethically and with integrity? For Dewey, experience is the root of all
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ethics. Going along with his non-dualistic approach, there is not difference between
scientific and moral experimentation, a view that Charles Peirce would strongly
agree with. To decide how one should act, a person should come up with hypothesis
of different outcomes based on the different behavioral options. Here the different
consequences are being analyzed and the individual must choose the one in which
lines up best with their moral character. Dewey maintains that the right choice in
action will not always be openly present, but must be searched for. There might be a
multitude of goods and it is that individuals responsibility to find the right one
(Dewey, 1920, p. 163). A manager following the pragmatist view of ethics would
view the business or corporation as a means to satisfy the needs ofhumans and
societynot a means to the organizations own survival. For an example, during a time
of economic downturn many managers are faced with the issue of laying off
employees. Instead of looking at the short sighted benefits of immediately cutting
labor costs, a manager practicing Deweyian ethics would take the time to discuss the
issue with employees and talk through alternative methods. This manager would
look back at other times such downsizing was appropriate and see what lessons
were learned from those instances. Pragmatic integrity would look for ways to
ensure that in firing employees, such individuals were not left high and dry, but
given resources to move onto another job. Why? Again, because the purpose of such
an organization, in the pragmatic framework, is to benefithumans. On that same
token, Deweyian integrity wouldve had a huge issue with Nikes initial labor
practices. The practice of low wages and long hours relative to the standard of living
should not be utilized just make an organization more competitive by lowering the
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cost of labor. Such competitiveness should be second rate when compared to the
social consequences of such practices.
Another issue of concern, that is related to much of what was said above, that
any ethical manager faces is the topic of outsourcing U.S. jobs. While it is not the
extreme case of sweatshop labor, many firms utilize such outsourcing practices
because it allows them to save a good deal of capital due to lower employee
standards of living. What must be remembered in this instance is that for many of
the pragmatists truth is defined by the culture and society in which an individual
is located. With that mentality note, an American pragmatic manager would have an
issue with this idea of outsourcing. By taking part in such practices, a company is
taking away opportunities for U.S. citizens to earn a living to provide for his or
herself and their families. A manager acting with pragmatic integrity should concern
his or herself with finding qualifiedemployees locally at first, then shifting its focus
to overseas labor. This would ensure that the business is putting the social needs of
the organization first rather than market competiveness.
To a marketing major who has spent the last four years learning about all the
different ways in which a business should act in order to become the leader of a
given industry, all of Deweys points on ethics and industry sound a little bit like
wishful thinking. While I agree with many of his statements, a firm that would take
part in such practices would get eaten alive in the marketplace. On the contrary,
there have been certain exceptions to the this. There have been managers that were
willing to take such risks. Edward Filene , founder of Filenes Department Store, was
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one of these managers. In talking about the way a business leader should act, Filene
said,
The sort of business man who broadly speaking, is the opposite of the reactionary,
the sort of business man who faces fresh problems with a fresh mind, who is more
interested in creating a better order of things than in defending the existing order of
things, who realizes that a private business is a public trust, and who has greater
reverence for scientific method than the traditions and majority opinion of his
class. (p.284-285)
Filene, in his business practices, dedicated himself to becoming a transparent
organization to the general public. He also realized that his employees were both
part of the private organization as well as the general public who gave the company
its true power within the community. As such, he was willing to share the power he
had with his employees. The ironic part about this, and gives credit to my earlier
reservations, was that the Filenes Board Members voted to have Filene removed
from his position because they felt their revenue was being impacted by such
practices.
American business, in its core, was founded on the idea of pragmatism.
Business did not attempt to find some higher purpose or justification for the work
that it did. Instead, it looked at the current world, took in all the various problems
and opportunities, and sought to find solutions to those immediate problems. Just as
pragmatist philosophers stressed, like philosophy, business must change with the
current environment in which it is located. As people, technology, and policies grow,
so must business or face being left in the dust by competitors. While the pragmatists
would agree that business, in its nature, is pragmatic, that view seems to have been
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distorted over the years. A business is composed of its individual employees who, in
turn, part of the overall community. Under this relationship business originated with
the intent to help the overall community its everyday interaction with its individuals.
Somewhere along the way this point was lost and managers and CEOs of
corporations and firms became fixated with idea of growing their businessfor the
sake of their business. What was once pragmatic in nature has turned to greed. While
I think many of Deweys managerial ideas are loft, they are what the pragmatic
manager should strive for. The real questions becomes can such a manager survive
implementing such practices?
References
Cavanagh, G.F. 1976:American Business Values in Transition. Englewood Cliffs, NJ:
Prentice Hall, Inc.
Rosenthal, Sandra, 2000: Rethinking Business Ethics, A Pragmatic Approach. Oxford,
NY: Oxford University Press
Dewey, John, 2008: The Late Works of John Dewey, Volume , 1932, Ethics. SIU Press
Rorty, Richard, 1999: Philosophy and Social Hope. Penguin Books.
Keller, Kevin, 2008: Best Practice Cases in Branding: Lessons from the Worlds
Strategic Brands. Pearson Prentice Hall.
Dewey, John, 1920: Reconstruction in Philosophy. New York: Henry Holt.
Filene, E.A. 1924: The way out: A forecast of coming changes in American business and
industry. Garden City, NY: Doubleday, Page