V teku stoletij so se gospodarske razmere bistveno spremenile. Inovativno poslovanje je stil poslovanja, ki ustreza "trgu kupca", na katerem ponudba (zelo) presega povpraševanje. Takim razmeram ne ...ustreza več etika sebičnosti, skladna z ekonomskim pravilom Adama Smitha o nevidni roki, ki vključuje neodgovornost in izključuje ponudnikovo skrb za zadovoljstvo odjemalca. Poslovanje postaja inovativno, ker to zahtevajo odjemalci in podpirajo konkurenti. Zato etika kot bistveni del kulture, torej pomembnega dela subjektivnih izhodišč, mora postati in ostati celovita, vključevati skrb za odjemalce, druge udeležence, poslovno in naravno okolje. Razlogi za to so ekonomski vsaj v tolikšni meri kot psihološki in sociološki.
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