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material advantage ad infinitum. In essence, to be rational in finance is to be individualistic, materialistic, and competitive. Business is a game played by individuals, as with all games, the object is to win, and winning is measured in terms solely of material wealth. Within the discipline, this rationality concept is never questioned, and has indeed become the theory-of-the-firm's sine qua non". Financial ethics, is in this view, a mathematical function of shareholder wealth. Such simplifying assumptions were once necessary for the construction

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