Basic Framework of Normative
Ethics
Normative Ethics
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‘Normative’ means something that
‘guides’ or ‘controls’
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Aims to discover what should be
the moral standards that are
supported by the best reasons
Normative Ethics
in Management
Deontological
Theory
Teleological
Theory
Ethical
Egoism
Utilitarian Distributive
Principle
Justice
Altruism
Kantianism
Universalism
Teleological theory
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Derived from Greek word ‘telos’ means
end
Determine ethics of an act by looking to
the consequences of the decision (The
Ends)
Utilitarianism and Distributive Justice are
based on teleological approach
Ethical Egoism
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An action is good if it produces result to
maximize person’s self-interest at the expense
of others.
It denies that a person should help others
when the person will get nothing out of it.
Enlightened egoism is enlightened self interest
– considers the long range perspective of other
or humanity on the whole.
Utilitarian Principle
Consequentialism
Universalism
Utilitarian
principle
Maximalism
Hedonism
Strengths & Weaknesses of
Teleological theory

They provide a relatively precise and objective method
for moral decision making

They are in accord with much of our ordinary moral
reasoning; An action would provide some benefit or
inflict harm. This is morally relevant reason for or
against performing it.

Some moral reasoning are non-teleological in
character
Deontological Theory
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Derived from greek word ‘deon’ means duty
This approach believes we have a duty not to
do bad
Bribery is wrong by its very nature regardless of
the consequences
It is non-consequential theory
Determine the ethics of an act by looking at
the process of the decision (The means)
Kantianism is based on deontological approach
Deontology vs Utilitarianism
Principle inherent in action
Individuals
themselves
are
valuable
Outside the action
in Criticized because it makes
sacrifice, some people for
sake of others
According
to
deontologists Concerned with total amount
utilitarian go wrong when they fix of happiness
on happiness as the highest good.
They point out that happiness
cannot be the highest good for
humans
Theory asserts that there are some Right
or
wrong
are
actions that are always wrong, no dependent on consequences
matter what consequences
– vary with the circumstances
Kantianism- Immanuel Kant
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For Bentham it is Happiness, for Kant it is
goodwill
An action is morally right only if the person
performing it is motivated by a good will and
vice-versa.
A goodwill means action done for reasons of
principle from a sense of duty, nothing else.
Kantianism vs Utilitarianism
Details
Explicit and direct appeal to
consequences in
determining right or wrong
Motive for action
Permit sacrifice of
individuals or minorities to
collective self interest
Ethics of:
Theory:
Formulations on:
Common good must have
priority over every thing else
Kantianism
Utilitarianism
Absent
yes
Sole importance
Incidental
No
Yes
Duty
Welfare
Non Consequentialism
(Deontological)
Consequentialism
Sense of Duty, Categorical
imperative maxim
Utility, Maximise happiness,
Hedonism
Yes
No
Strengths of Deontological Theory

This theory makes more sense in cases
where consequences seem to be irrelevant

It is the way they account for the role of
motives in evaluating actions
Weaknesses of Deontological theory

Failure to provide a plausible account of how
our moral obligations and resolve problems of
moral conflict

Rules in Ross’s theory is plausible; No reason is
provided in accepting these rule

Ross’s rules are open to ethnocentrism
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There is no order of priority to guide in cases
where they conflict
Virtue Ethics- Aristotle
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It asks What kind of person should we be?
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It does three things
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It defines the concept of virtue
It must offer some list of virtues
It offers some justification of that list
and explain how we define what are
virtues and vices
Virtue Ethics
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Emphasizes on role of individual traits

Virtue is defined as a character trait that
manifests itself in habitual action

For Greeks virtue means Excellence
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Virtue Ethics= Excellence of Human
Character
Strengths

Help to resolve Ethical Dilemmas
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It takes into account the importance
of relationships.
Ethical Relativism
There is no universal set of principles by
which to judge morality
 Each society has its rules and it is
inappropriate to compare ethical rules of
one society with that of another
 Relativists thus rule out possibility of
discussion across societies on ethical issues.
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Thank You