Introduction Early researchers in the field of business ethics established grand ideas upon which the guiding principles on the concept are based. In particular, the researchers attempted to achieve logic as they sought to determine the answers to some of the most basic questions on ethics and the related practicality. The ethical principles influence the actions of ethicists as they aim at appealing principles. Among the most outstanding ethical theories established by the researchers in this area include ethical fundamentalism, utilitarianism, as well as the Kantian ethics. The Kantian ethics are also referred to as the duty ethics. Other ethical theories include the Rawlsian perspective and ethical relativism instructions. This paper seeks to evaluate and analyse each of the highlighted theories and introduce case studies that emphasize the theories appropriately. Ethical fundamentalism This theory suggests that people learn ethical regulations by observing outside sources. Outside sources comprise of different materials or scenarios, including books and historical persons (Berger, 2010, p. 63). It is upon the individual to make judgments on whether a particular conduct is ethical or unethical after analysing the external source. Utilitarianism The basis of this theory is the fact that an individual is expected to make choices concerning the actual action or set of rules that underscore conduct theory. This, however, relies heavily on what is perceived to be of high value to the society (Shafer-Landau, 2013, p. 23). Nevertheless, this proposition is difficult owing to the fact that evaluating and determining a positive outcome expected from varying actions makes it almost impossible to evaluate effectively. Kantian/ duty ethics This presumption is based on the fact that people have a duty to observe universal rules that generally call upon acting towards others in the same way that one would wish to be handled. This is also considered to be the categorical imperative rule. The universal rule is both consistent and reversible, where a person is required to regard different ethical considerations in the same way or react to them uniformly. Equally, a person is expected to put up with the rules that he formulates for purposes of judging one’s, as well others’ morality. An individual cannot come up with rules that he terms as universal and then opt to exempt himself from some of its requirements (Shafer-Landau, 2013, p. 40). If such an exemption occurs, then the indemnity automatically qualifies to be a universal rule. Rawls social justice perspective This theory, as proposed by John Rawls, suggests that justice has to be present for justice to be upheld. The social justice theory attributed to Rawls is an improvement of a previously existing social justice theory, which argued that all individuals are bound by a social contract. The expectation of this contract is such that all individuals have to observe morality as they go about their day-to-day life to sustain peace along with harmony (Berger, 2010, p. 63). Rawls considers justice as a determination of those not yet cognizant of their actual position within the society. In such circumstances, the principles considered to be much fairer would end up being created or selected (Berger, 2010, p. 67). Rawl