12/28/2021

2 BUSINESS AS AN ACTIVIST
Akhaya Kumar Nayak
aknayak@iimidr.ac.in
3 Marketeers in crossroad

4 Egoism and Altruism

• Egoism
• Normative: Man ought always to seek his own good and good of others where his own good is
involved.
• Positive (Psychological): Man is programmed to act in his self-interest and satisfy his own
desires. No person performs an act unless he believes that it is in his self-interest.
• Ethical Altruism
• People should act to promote their own interest and that of others but when there is a clash
between self-interest and that other’ she/he sacrifices her/his self interest.
•
• Self-directed V/s other-deirected

5 Marketers as Egoists and Altruists

• Extremely Egoists
• Moderately Egoists
• Extremely Altruists
• Moderately Altruists
•

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