This chapter sets out the key normative ethical theories that can be applied to business ethics problems, in terms of both traditional and contemporary theoretical approaches. It addresses Western modernist ethical theories, i.e. utilitarianism, ethics of duty, rights and justice, and social contract theory. The array of ethical theories discussed in the chapter provides a rich source of assistance in making morally informed decisions. The chapter aims to identify a pragmatic, pluralistic approach to theory application. It also discusses and utilizes alternative ethical theories, i.e. virtue ethics, ethics of care, discourse ethics, and postmodernism. Ultimately, the chapter carries out a pluralist business ethics evaluation.