Abstract
AbstractBusiness ethics scholarship proposes alternatives for making companies sustainable. While these models may have advanced business practice, the alternatives rarely challenge the hegemony of the economic system. This article develops a new normative frame for sustainable business by investigating articulations of counter‐hegemony and their ethical implications. Employing political discourse theory and drawing insights from a case in food production, the article finds three articulations of counter‐hegemonic ethics: (1) the virtue of socio‐ecological embeddedness, (2) the duty of local provisioning, and (3) the utility of regeneration. These findings reflect the three generic normative ethical theories and are proposed to support advancing sustainability. As its main contribution, the study contributes to the field of business ethics by offering a novel normative foundation that challenges power relations in the society, especially those concerning the hegemonic articulations of industrial economy.
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