Too impersonal. By focusing on abstract principles, traditional ethical theories do not take account of the personal bonds and relationships that shape our thoughts and feelings about right and wrong.
Too rational and codified. Ethical theories try to distil right and wrong down to codified rational rules of behaviour. Bauman contends that this suppresses our moral autonomy and denigrates the importance of our moral feelings and emotions, all of which he claims are crucial for acting morally towards others. Rorty suggests that what we need is better moral imagination and ethical stories rather than moral reasoning.
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Too imperialist. Why assume that ethical theories from the West are suitable for business people everywhere else in the world? What about the ethical teachings of classical Asian or traditional African philosophy, for instance—do these not also have something useful to say about modern-day business ethics?