The “Ethical Man” Model as a New Human Image in Business Administration

This chapter critiques the traditional “economic man” model, which assumes humans act solely to maximize self-interest, and explores alternative models such as the “working man” and the “administrative man.” Drawing on Maslow’s hierarchy of needs, Simon’s bounded rationality, and McGregor’s Theory X and Theory Y, the chapter demonstrates that human behavior in organizations is shaped by values, emotions, and ethical commitments. It situates these insights within the broader frameworks of compliance, stakeholder theory, CSR, ESG, and sustainability, highlighting the evolution of business ethics from legal compliance to proactive societal contribution. The “Ethical Man” model is introduced as a more realistic and normative image of humanity in business, emphasizing moral judgment, empathy, and responsibility as central to corporate life. The chapter argues that management must be grounded in human cognition and ethical standards, particularly as AI reshapes organizational decision-making. Ethics, understood as the defining human trait, becomes the foundation for corporate conduct. This reorientation challenges firms to define their own ethical standards and integrate them into their strategies, making ethics a core, rather than peripheral, element of management.