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BOOK REVIEW Profit with Honor: The New Stage of Market Capitalism by Daniel Yankelovich Yale University Press - May 2006
Reviewed by Dr. Jonathan Dolhenty This is a book I wish I had written. I have talked at length over the past few years about what is wrong with today's capitalist economy and particularly so since the Enron, Tyco, WorldCom, and other corporate scandals. However, I am and always have been a committed supporter of a free-market economy with minimal government interference. In the late 1950s (while very young!) I embraced Ayn Rand's "laissez-faire" theory of business, only to be later disturbed by some of the unwarranted and seriously problematic assumptions one had to make in order to completely buy into her "doctrine" of extreme individualism and "caveat emptor" economics. While I recognized that neither Communism (ala Marx) nor state socialism could bring about a dynamic market economy combined with political liberty, there was, I thought, definitely something missing in the theory and practice of a free-market economy as Rand and her coterie envisioned and promoted it. Moreover, the so-called "mixed economy" (which is what the U.S. pretty much has now -- a mixture of free-market and "socialist" elements) has not prevented the scandals recently experienced. Enter Daniel Yankelovich with his new book Profit With Honor: The New Stage of Market Capitalism. In my opinion, on the Aristotelian scale of ethical virtue, his book represents the "mean" between the extremes of a dog-eat-dog capitalism with profit as the "only" consideration and the position that profit is evil, private enterprise is antisocial and, therefore, a centrally-planned government-run economy is the only acceptable solution. Economic activity is, of course, not fundamentally different from any other human activity, whether it be individual, social, political, or whatever. There has to be some moral foundation, some ethical framework, which justifies and provides a rational structure for the activity. Neither of the aforementioned extremes can provide the necessary theoretical support nor the practical guidelines for an economic system which must take into consideration human nature and the human condition. In his book, Yankelovich states that his "main argument . . . is that the time has come for market capitalism . . . to advance to a new stage of enlightened self-interest. American business needs to develop a new ethic -- a coherent set of social norms -- both to counteract the forces leading to the scandals and to meet the challenges of the global economy that call upon business to take on many new responsibilities." He calls his program (if that is the appropriate term) a "stewardship ethics," a set of cultural norms for business which involves social responsibility without rejecting the concepts of profit and self-interest. This is, for the most part, my position on the issue. The philosophical enemies of market capitalism have had plenty of ammunition provided to them in recent years by some of those -- dare I say "crooks"? -- who are involved in market capitalism itself. Without a solid and rational moral foundation, market capitalism becomes its own worst enemy. Yankelovich appears to be confronting this challenge and, I think, points the way to a good resolution of the problem. There is no question now, in my view, that capitalism as it has been practiced in the past is just that -- a thing of the past. Capitalism must now advance to the "next stage of evolution," as Yankelovich envisions it. While it is vital that profit-making remain a central concern and goal of any economic enterprise, companies must also give due consideration to customers, employees, and society at large. There is really no essential conflict between making a profit (which any business must do to survive) and social responsibility. This notion of conflicting objectives was, I suspect, a matter of philosophical immaturity during the developmental growth of the capitalist system. It should be recalled that many of the so-called "robber barons" of the past did participate in philanthropic activities and contribute generously to the "social good." (Think Carnegie libraries, Ford and Rockefeller foundations.) But, of course, the problem remains regarding the future of market capitalism, especially amid all the recent scandals. This is where I think Yankelovich makes his most noteworthy contribution. Abstract principles of ethics -- which is what many of us were primarily concerned with when I taught classes in ethical theory in years past -- is one thing. Important as that is, however, the application of ethical principles to practical situations, institutions, and social realities is, after all, of immediate concern. What Yankelovich provides is an extension of rational ethical principles into the marketplace, that is, where the action is and where they are most useful. There is no justification now for schools of business and departments of economics to ignore the moral and social ramifications of market activities; courses in business ethics, and I suggest maybe the "stewardship ethics" recommended in this book, ought to be a core part of the curriculum -- not just an elective, but a requirement. Profit With Honor is, of course, not a full-blown treatise on business ethics. It is a short book, a mere 169 pages of actual text. It is, however, concise and to the point. Yankelovich's suggestion that market capitalism should adopt the idea of "doing well by doing good" comes across throughout the book and this idea needs to be internalized by anyone considering a future in business leadership. He concludes: "In our culture . . . the transformation to stewardship ethics may take place without even being widely noticed. But its effects will register in enhanced trust in the business sector, in improved long-term profitability, and in significant advances in global well-being." One can only hope what he says proves prophetic. This book is an excellent introduction to the problem at hand and, for many of us I suspect, a framework within which the practical solution to the problem can be realized. Must reading for any contemporary or future CEO. Highly recommended. 
Read an Excerpt from this Book Order at Amazon.com Profit with Honor: The New Stage of Market Capitalism, by Daniel Yankelovich Order at Powell's Books Profit with Honor: The New Stage of Market Capitalism, by Daniel Yankelovich |
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