“…More attention should be paid not only to academic excellence, dialogic pedagogy and the social significance of teaching materials (Zhonghai 2012) but also to ethical reasoning in order to link business and society (Carroll & Buchholtz, 2008). Consequently, teaching is not only a technical endeavour, but also an ethical and moral one (Campbell 2003, Shapira-Lishchinsky 2011, 648, Sanger & Osguthorpe 2005, Mahony, 2009, Willemse, et al, 2005. This by no implies a rigid set of rules.…”