Those of us who express opinions on business matters as journalists or as professors in business schools are subject to criticism from two sides. From one side, there is concern that our work can support populist misunderstanding and dislike of business and markets. From another side, there is concern that our work amounts to an apologetic for business and business interests, whether or not those interests harmonize with those of society.
As a professor at Rutgers Business School who teaches business ethics and business law in a department that deals with supply chain management--including outsourcing and off-shoring decisions--and marketing, I have grappled over the years with the criticism from both sides. The best way to respond to it, I've come to believe, is to see what I do when I express opinions on business matters as similar to what critics do in reviewing painting, books, theater, dance, and other art forms.
An art critic needs a willingness to tell it like it is in identifying work that in the critic's judgment is not good. If Times arts section readers knew that Michiko Kakutani were an uncritical cheerleader who praised every book she reviewed--instead of the occasionally acerbic reviewer that she actually is--she would be a poor critic indeed.
So, too, we in business schools and the business media need to be able to criticize given instances of business conduct that we regard as foolish, immoral, or otherwise inadvisable. if we do not do that, and only express support for business across the board, we are doing our jobs poorly, and are subject to valid criticism as mere cheerleaders for business and its interests.
Now, the other side of the coin. Along with a willingness to stand up for standards, an art critic needs to have a deep appreciation of the form he or she is reviewing. A reviewer
of contemporary painting who expressed the view that modern art from the time of
Picasso and Cubism in the early twentieth century to the present day has been a disaster would not be an effective critic for the Times or any other paper. To be useful to gallery-goers, art buyers, and others, the critic should not be estranged from the art form he or she is criticizing.
The same applies to those of us who express opinions on business as journalists and academics. For our opinions to matter to businesspeople, we need to have a fundamental appreciation of business and markets, much as we may strongly oppose a given instance of business conduct or practice. If that makes us apologists, so be it.
I strongly believe that there is a role in society for criticism from the outside that does not register in the art world or in the business world. The classicist art critic who contends that modern art has been an aesthetic debacle and the Thoreauvian social critic of business and markets are both figures who should be present in the broader culture.
At the same time, the role of the outsider critic is not mine as a business school professor, nor in my judgment should it be. As a professor of business law and business ethics who discusses business scandals and failures as well as business successes in my classes and with journalists, I am equivalent to a reviewer for the daily arts section rather than to a sweeping social critic. Whatever I may do on my own time, I do my job best by being like Michiko Kakutani, not by aspiring to the mantle of Henry David Thoreau.