Ideologically Oriented Enterprises Faced with the Reconfiguration of Ethics and Spiritual Management

The spread of market rationality leads to new fertilizations between economic markets and spiritual markets. The paper adresses the legal challenges due to a deeper renewal of a pluralism of economic legitimacies linked to reference points such as business “ethics,” “culture,” and “participative management.” What difference should we see between the appearance of a fast-food restaurant, Quick’s, that prepares meat in accordance with Islamic law and the secular business culture of Coca-Cola? To what extent can an employer decide and state its own “ethics” or “culture,” which for the employer might be of the order of a principle and not of an exceptional adaptation? This normative business perspective does not imply extreme communitarianism nor extreme intuitu personae. Is it possible to address these issues not as arbitrary claims, but as objective reference to a particular ethical project. This claims are often geared toward benefiting minorities, but not only, as shown by the "spiritual" trend in management"