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A proposed typology of moral exemplars in business highlights instances selected to illustrate standards for inclusion. The typology distinguishes among champions, heroes, and saints as different kinds of business exemplars. The typology reflects variations in both specific decision conditions and moral value emphases of business actors. The typology also differentiates moral exemplars from moral neutrals (i.e., amoral actors) and moral sinners (i.e., moral value scofflaws). The objective is to advance understanding of moral character and moral courage in business settings.

The methodology combines original conceptual argument and brief case summaries taken from available literature. The chapter is not a systematic survey of literature but cites key works. Construction of the typology involved iteration between conceptual development and case interpretation.

The chapter separates business cases into private business and public business, and applies Adam Smith’s distinction between citizenship and good citizenship. An additional distinction is made between extreme conditions and normal conditions. Moral heroism in business is restricted to life-and-death or strongly analogous situations in extreme conditions such as hazardous whistleblowing. Moral sainthood in business involves extreme maximization of a single value going far beyond simple compliance with legal requirements and typical ethical norms – Smith’s definition of citizenship. Moral championing in business concerns some degree of lesser self-sacrifice in defense of important values reflecting Smith’s definition of good citizenship.

The chapter is a selection of literature undertaken in iteration with the conceptual development effort. The original research aspect of the chapter is thus quite limited. The author is not positioned to judge the accuracy of published information, for or against a particular instance. The classifications thus depend on whether the instance would, if the generally reported facts are basically accurate, serve as a reasonable illustration of standards for inclusion. Criticisms have been made concerning some of the instances discussed here.

The emphasis is on providing standards for defining moral exemplars for business to suggest how much can be accomplished in business through moral influence.

The conceptual contribution is original, although drawing on the philosophical literature debate about saints and heroes. The chapter treats exemplar as the overarching construct, separated into three kinds: heroes, saints, and champions. Sinner is implicit in the notion of saint. The chapter adds moral champions and moral neutrals to isolate moral heroism. The cases exist in the literature, but have been combined together here for the first time.

We argue that Oskar Schindler is a moral exemplar. Oskar Schindler and other moral exemplars should, according to Mayo, be emulated. Emulating Schindler when he acted as a moral exemplar could have led to others’ being helped during truly terrible times. Yet, had officialdom at that time known what Schindler was doing, he would have lost his life, and the lives of the many others he was able to save – as well as their progeny – would also have been lost. Thus, we underscore that it can be extraordinarily difficult for someone to be recognised as a moral exemplar when a moral exemplar is so desperately needed.

Whom should we consider a moral saint or exemplar? This chapter looks at the relationship between the virtue of courage and the concept of a moral saint in an organisational context, apart from war and religion. It seeks to show that careful consideration of the nature of saints and heroes and of the response of the wider population to them will help us to understand the purpose of moral exemplars and the impact they can have on our lives. Thomas Carlyle’s description of the changing relationship between people and hero since the time of the ancient Greek and Scandinavian gods provides a central core for the analysis.

Moral exemplarity is a desirable but complex achievement. The chapter discusses the meaning of moral exemplarity and examines how the self, as a psychological and spiritual centre within a Jungian perspective, contributes to fostering moral commitment.

A narrative study was conducted amongst ten spiritual healers in New Zealand and France. Stories were collected and analysed interpretively to uncover meaningful patterns about spiritual healers’ moral stance and apprehension of the self.

Spiritual healers demonstrated a deep commitment to the self which clearly sustained a commitment to serve or help others. Commitment to the self was articulated around five core values: self-work, self-reflection, humility, self-integrity and love.

The chapter highlights the moral value of inner work. The self, in its archetypal sense, carries as potential an ‘innate morality’ that resonates in the heart and nurtures integrity and authenticity. To commit to the self requires undertaking a long and painful exploration of the psyche and integrating unconscious material into ego-consciousness. The participating spiritual healers, who had committed to their self and were well advanced on their psychological exploration journey, displayed moral qualities akin to exemplarity.

National and international ethics associations serve an important purpose in the development of resources which can lead to ethical behaviour in organisations. They bring practitioners and academics together, promote discussion and foster excellence through the presentation and subsequent publication of papers. One purpose of this journal is to publish selected papers from the annual conference of the Australian Association for Professional and Applied Ethics. Our intention is that each year there will be one issue devoted to a theme and one to papers from the conference. Volume 8 was the first themed volume under our editorship, the festschrift in honour of Patrick Primeaux; Volume 10 will have the theme moral saints, moral exemplars and moral heroes.

Neither moral philosophy nor history provides a satisfactory explanation for Oskar Schindler’s extraordinary rescue of more than 1,200 Jews during the Holocaust. Thomas Keneally’s Schindler’s Ark does. Although Schindler’s Ark is technically a work of fiction, that generic label obscures its contribution as a fictionalised account of true events. By using a novelist’s tools to tell an historical story, Keneally allows us to make inferences as to the motives of his protagonist and thereby helps us to understand what propelled the moral behaviour of Oskar Schindler.