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Ask a business-person; "Why are you in business?" and you're likely to hear: "To make money." They don't even pause to think about it; this is such an obvious and self-evident truth. But is making money the real goal of business? Even if it is, is that a worthy enough goal to spend your life pursuing? In business school you learn all about finding some market niche and then supplying a product or service to that market in such a way as to generate a positive net profit. But even this training in how to do it begs the question of why? What is the ultimate goal or purpose of business?

The lack of alternative answers has contributed to the current crisis of confidence and string of scandals. Businesses are not solely to blame; nor are business people somehow more selfish or evil than the general population. Our whole society has enabled the current situation. To make money the primary goal and/or measurement of success is to lose sight of the broader role business plays in society. To focus exclusively upon the pursuit of narrow self-interest is to become victim to the tyranny of the financial markets. Investors of all type and level make decisions almost exclusively on the basis of financial returns. When that becomes the driving and over-riding metric, it should come as no surprise when fund managers, business executives and/or their auditors find ways to achieve high returns, even if it requires "creative" financing, reporting and/or analysis.

At SPU's School of Business & Economics we have an alternative to this scenario. We feel there is a vital role and compelling purpose for business rooted in a biblical worldview. Business is more than a profit-generating mechanism. It has an important- and even redemptive- role to play in society. There is nothing wrong with earning a fair return on one's investment or products, but that is a byproduct of providing valuable goods and/or services. We are firmly committed to the understanding of business as service and see a career in business as a noble vocation. This does not deny that business can be devoid of meaning, dehumanizing and/or corrupt, but it is not necessarily that way. We believe-and want to promote-an alternative model of business which generates profits without being greedy; serves customers without pandering to the basest desires of human kind; respects employee's skills and creative abilities without betraying their loyalty and commitment; contributes to the local community without simply exploiting or undermining it; utilizes resources from the environment without destroying its productive potential. Business can do all these things-but we should not be surprised when it doesn't if we view its purpose primarily in financial terms. Only when the purpose of business is understood to encompass all these outcomes, will society at large-and business-people in particular-make the intentional choices necessary to realize them. And it will require convincing not just business-people, but changing the expectations of customers, investors, employees and neighbors.

This is not merely wishful thinking or idealistic dreaming. The results we realize as a society are shaped by the institutions we choose to tolerate. We are currently reaping the results of our current model of business. If we want different results, then we need to reinvent how our institutions work. and the institution of business is a good place to start! In our modern times, there can be no greater leverage point in changing the world than in the realm of business. Therefore, there is no better or more strategic way to "engage the culture" or "change the world."

While ethics and faith integration have long been priorities at SPU's business school, we have decided to create a new umbrella organization to support and focus our efforts in this area. Dubbed the "Center for Integrity in Business" (or CIB, for short), this new Center is aimed at encouraging and enabling an on-going dialogue between business practitioners, academics and theologians about how business should work. To this end we are creating a website full of resources; an e-newsletter for interested people; organizing seminars and workshops about the purpose and theology of business; and supporting research on ethical practices in business.

We are excited about the many opportunities to rethink the structure and role of business in these times of moral and ethical crisis. This is definitely not business as usual. In fact we want to promote a purpose of business as it could, and we think should, be. Such a vision requires at least as much skill and dedication to realize the broader purposes of business while still maintaining financial vitality and accountability.

If you're interested in joining the discussion, or interested in more information, then check out our website or drop us a line at: IntegrityInBusiness@spu.edu. We'd love to send you our e-newsletter and invite you to upcoming events.