Increasingly, stories are emerging about businesses that engage in ethical behaviors above and beyond mere compliance with regulations. These positive deviations along the ethical continuum provide an opportunity to explore how some companies’ business philosophy leads them to pursue an array of outcomes beyond the bottom line. This paper presents a case study of Green Mountain Coffee Roasters, the leading ethical company in the U.S. as rated by Forbes magazine, exploring the company culture and operating philosophy from a perspective of (...) the author calls conscientious capitalism, a paradigm based on three interdependent assumptions: interconnectedness, holistic wealth, and multiple generations of time. Considerations discussed for future research. (shrink)