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Damian Purdue charge extortionate prices as they are the only business that can supply a certain quality product. Kant would strongly disagree with this as it is treating consumers as a means to maximise profit, rather than considering them as people in themselves. Again a similar argument can be applied against this principle, in that it prevents a business from achieving their primary focus, profit. Surely a business has the right to choose whatever price they sell their product at; the consumer is still free to choose whether or not to buy that product. Another part of the hedonic calculus is the extent of the pleasure. If a business can please the majority of its stakeholders, then surely the extent of the pleasure is much greater than that of the pain caused by a business decision. This way doing wrong to customers can be qualified by pleasing all the other stakeholders. In my opinion Kantian ethics is not the best ethical approach when making ethical decisions because it is too rigid, due to its deontological nature and would prevent many businesses from achieving their main objective of profit. I do not think a single ethical approach can be used when making any business decision; however I do feel that Utilitarianism is a more effective approach than Kantian ethics. This is because it would make a business owner think about the consequences of what their decision will be but at the same time is not too rigid that it will prevent them from striving for profit and success.