Introduction : the purpose of this book -- The business of ethics : reasoning about right and wrong -- Two extreme views : managing for shareholders or stakeholders? -- Doing one's job well : the ethics of social roles -- Roles and conventions : confronting cultural conflicts -- Ethics as efficiency : making everyone better off -- Is greed good? Advancing society through selfish action -- Consequentialist complications : sacrificing one for the many -- Self-evident truths? Imaging a world without rights -- The case for rights : justifying right-claims -- Ethics as equal freedom : respecting each person's dignity -- Fair shares : dividing the value added -- Just business : fulfilling social contracts.