Robert Noggle

Intuitionism—in some form or another—is the most widely recognized and thoroughly discussed method of justification for moral theories. It rests on the claim that a moral theory must not deviate too much from our pre-theoretical moral convictions. In some form or another, this methodology goes back at least as far as Aristotle, and has been discussed, refined, and defended by such contemporary philosophers as John Rawls and Norman Daniels.There is, however, another methodology for constructing and defending moral theories. It draws on premises about human nature or the nature of persons to support conclusions about the nature and structure of morality. This method—which I will call thenature to morality methodology—evaluates a moral claim or moral theory on the basis of its relation to some facts about the kind of beings we are. For brevity, I will use the term ‘nature-claims’ to refer to claims about human nature or the nature of persons, and the term ‘nature-facts’ to refer to true nature-claims. The nature-claims that have been used to support or criticize various moral theories include claims about human motivation, personal identity, the human soul, and the conceptual features of personhood or rational agency.

A person enters the moral realm when she affirms that other persons matter in the same way that she does. This, of course, is just the beginning, for she must then determine what follows from this affirmation. One way in which we treat other persons as mattering is by respecting them. And one way in which we respect persons is by respecting their wishes, desires, decisions, choices, ends, and goals. I will call all of these things ‘aims.’ Sometimes we respect another person's aims simply byrefrainingfrom doing certain things, such as treating her in ways that thwart her aims, or interfering with her attempt to pursue them. Other times we respect a person's aims by taking positive action to help her pursue them.But how exactly does respect forpersonstranslate into respect for theiraims?And which aims merit respect? One answer comes from Kant.

In August of 2000, Firestone executives initiated the second largest tire recall in U.S. history. Many of the recalled tires had been installed as original factory equipment on the popular Ford Explorer SUVs. At the time of the recall, the tires and vehicles had been linked to numerous accidents and deaths, most of which occurred when tire blowouts resulted in vehicle rollovers. While Firestones role in this case has been widely acknowledged, Ford executives have managed to deflect much of the attention away from themselves, mainly by claiming that the Firestone tires were not its product, and therefore not its responsibility. In this paper, we examine the extent to which Ford can be held morally responsible for the incidents at issue. In so doing, we develop an approach for determining when an item is a product in its own right, as opposed to a component of another product. We argue that such an analysis not only provides a better understanding of this case, but also more properly accounts for the extent to which evolutions in technology and business relationships can affect issues of moral responsibility in business contexts.