Suppose I try to decide whether it is ethical for me to fix prices with a competitor . Then, according to the utilitarian rule , I must ask if this specific instance pricing produce more useful than anything else I can do. Instead , first I must ask , what is the correct action or actions regarding pricing ? May conclude , upon reflection, that the list of rules includes all candidates :
Administrators should never meet with competitors to fix prices.
Administrators should always meet with competitors to fix prices.
Managers can meet with competitors to fix prices when they are losing money.
Which of these rules implies a right action from the utilitarian point of view ?
The correct moral rule is to produce the most useful for all concerned. Suppose that after analyzing the economic effects of pricing conclude that within our economy and social circumstances people will benefit much more if everyone follows rule 1, if everyone follows the rules 2 or 3. If this is true, then rule 1 is the correct moral rule regarding pricing .
Now that you know what the correct moral rule to set prices, I ask another question : should I participate in this specific action to set prices ? To answer this question , I just ask, what moral rules require ? As noted above , the correct rule is never set prices.
Consequently , even though this particular occasion pricing will generate more profit than not , I am ethically obligated to do so because the rules require it with all my company benefit most .
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