The problem of autonomy : an alternative notion of excellence in business ethics

This paper presents an alternative concept of excellence in business, which builds upon the conventional notion of excellence as being in harmony with profit. Although the notion of an enduring harmony (or what we call the convergence thesis) between long-term profit and excellence is favoured by many thinkers, the premise neglects the disruptive force of the autonomous pursuit of excellence in theory and constrains it in practice. Further, autonomous excellence, a key condition of a genuine practice, is structurally weakened by the fact that businesses are heavily reliant on market approval to sustain themselves, irreversibly damaging their status as genuine practices. We argue that the autonomous pursuit of excellence requires not only recognizing but also actively strengthening a contingent relationship between internal and external goods, so that internal goods such as the excellence of the product can achieve maximum autonomy from the pressures of external goods. Such a risk-oriented approach may appear antagonistic to business but finds expression in the insight of key business visionaries such as Steve Jobs and Henry Ford that major technological advancements rarely find themselves in consonance with existing market standards and thus require a courageous break from "market excellence".