Do prosocial motives have any business in business

Challenging the assumption that the only motive in business is egoism (self-interest), four distinct potential prosocial motives are identified: egoism, collectivism, altruism, and principlism. It is suggested that each of these motives may, under certain nonextraordinary conditions, operate in business settings. None is a sure-fire source of ethical business practices, however. Each may at times lead to action that makes more people better off and fewer people worse off; each may also lead to action that does the opposite.I have never known much good done by those who affected to trade for the public good. It is an affectation, indeed, not very common among merchants, and very few words need be employed in dissuading them from it.—Adam Smith,The Wealthe of Nations (1776/1976), I., p. 478.