This paper examines three approaches to ethics and focuses on the development of character and the practice of virtue in business intelligence (BI). The paper describes BI as a tool for mediating the relationships between pairs of stakeholders such as management and customer. Three aspects of the relationship which benefit ethically from the practice of virtues are discussed: the purpose of the BI, the prejudices behind the BI and the power of the stakeholders. The connection between the ethics of BI and the corporate ethics is discussed. Without the practice of virtues, BI may be recruited to support corporate vices of exploitation, exposure, exclusion, coercion, control and concealment. The paper seeks to highlight the importance of ethical issues in BI practice and suggests the development of an ethical balanced scorecard as a vehicle for developing ethical sensitivity.
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