Managers in business settings have to make decisions every single day about, among other things, personnel, contracts with vendors and suppliers, short-and long-term strategies, the organization and structure of their firms, investments in research and development, and myriad financial matters-all the while staying within the parameters of the law. To make these decisions in a way that keeps a small-or medium-sized firm competitive and profitable in a relatively small market is hard enough; to do so for a large firm in a complex, globalized marketplace that is constantly changing requires immense savvy, skill, and luck. Business ethicists offer the reasonable concern that, in addition to making decisions that keep firms competitive and profitable within the law, managers ought also to make decisions that are informed and guided by ethical concerns, such as consideration for consumer and employee health and well-being, the needs of vulnerable populations, the preservation of the natural environment, and the stability of communities. After all, markets, especially relatively free markets, are permissive of all sorts of behavior, even when constrained by some laws, regulations, and customs, and business managers, so the story goes, ought not to pursue profit at any cost-even if they can do so legally and/or customarily.