In times of digitalization and globalization, social expectations change at an increasing pace. In order to provide orientation in times of frequent change, this article argues to reinforce the meaning of moral principles, norms, or values as focal points, which build the basis of mutually aligned behavioral expectations. Accordingly, the paper explains the abstract meaning of focal points – having reciprocal expectations as foundation for social cooperation – as well as the particular relevance of the focal point ‘do no harm’.

Starting point is the thesis that economics - as well as other social sciences - is imperialistic with regard to the area of its subject, but not with regard to its approach. Underlying economics is the following schema: Try to explain under the presumption that actors maximize their expected utility under constraints. Conditions and possibilities of interdisciplinary research within all sciences being considered imperialistic are discussed according to this schema. Theoretical guide-lines are provided by the systematic connection of ‘problem’ and (...) ‘schema’, as well as the concept of ‘fruitfulness’ as primary criterion of judgement. (shrink)

English summary: The field of business ethics concerns itself with the question of corporate responsibility. Andreas Suchanek equates this responsibility with fulfilling reasonable expectations of trust. He shows why expectations concerning trust are so important, why they are often not met and what companies can do to comply with them within the bounds of possibility - and their own well meaning self interest. As an ethical guiding principle the following golden rule prevails: Invest in the conditions of social cooperation for (...) the purposes of mutual gain! German description: Unternehmensethik befasst sich mit der Frage der Verantwortung von Unternehmen. Andreas Suchanek setzt diese Verantwortung mit der Erfullung berechtigter Vertrauenserwartungen gleich. Er zeigt, warum diese Vertrauenserwartungen so wichtig sind, weshalb sie oft enttauscht werden und was Unternehmen tun konnen, um sie - im wohlverstandenen Eigeninteresse - im Rahmen ihrer Moglichkeiten zu erfullen. Als ethische Leitmaxime gilt hierfur die folgende Goldene Regel: Investiere in die Bedingungen der gesellschaftlichen Zusammenarbeit zum gegenseitigen Vorteil! (shrink)