‘Think local, act local’. Modernist theories and ‘-isms’ are aimed at general principles that are applicable to each and every situation. Postmodernists think that ethical reasoning has to be far more modest: it would only be realistic to expect ethics to come up with local rules applicable to specific issues and situations. Rather than finding one principle for multiple situations, business ethics focuses on deciding one issue after another. This does not mean that postmodernists do not take their decisions seriously and could decide on an issue in one way today and in another way tomorrow. It rather highlights the fact that no one situation is the same, and that different actors, power relations, cultural antecedents, and emotional contexts might lead to different judgements in situations that could, in the abstract, be regarded as being in the same ‘class’ and subject to the same ‘principles’.
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