Purpose: The purpose of this paper is to challenge the assumptions prominent in the Anglo-American context that the objective of a business is to increase its profits or/and that managers have to make 'the business case' in order to implement environmentally sounder solutions or other sustainability considerations into their business decisions. The paper argues that these assumptions are not presented as a human construction or agreement, instead they are treated as though they are a given, a prerequisite to a business system. By comparing qualitative statements in a cross-cultural study the paper highlights different ways in which economic rationality could be conceptualised
