This paper begins from the context of virtue ethics theory as applied to business ethics. We note that the concept of a practice therein lacks the full richness of the Aristotelian concept of virtue. In essence, when applied to business in the virtue ethics literature, the practice loses its reflective quality. It becomes beholden to, and irredeemably interdependent with, the economic institution (i.e., the for-profit firm) that houses the practice. Furthermore, the conventional practice of virtue ethics lacks the self-reflective ability (...) to challenge and overcome this interdependence. As a solution to this problem, we suggest tapping into a relatively recent stream in the business ethics literature, namely the application of aesthetics. We integrate aesthetics into virtue ethics in the form of a reflective practice. This reflective practice can be defined as one which embraces the firm as pure phenomenon. It opens a space or clearing that enables business practitioners to reflect and act within a broadened perceptual and conceptual understanding of the ‘true’ nature and purpose of business. (shrink)