Abstract
Critical scholars have increasingly problematised the mainstream wellbeing management approach for being overly instrumental and normative. To address wellbeing issues requires reconstructing value in project business, which may involve challenging the dominant ethical theories and the transactional business model to include wellbeing as a legitimate objective of value creation in projects. In this essay, we advocate the ethics of care as an alternative ethical theory in project studies. The aim is to introduce its key tenets and discuss the implications for managing wellbeing in project businesses. From a care perspective, a relational belief system can be fostered through a dialogic process supported by relationship management, leadership and a transformational business model. In doing so, caring as an attitude and process is introduced and from a scholarly and practitioner standpoint, we begin to develop capabilities to support the individual wellbeing in project business.
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