CST is widely disregarded in the academic and public discourse. This essay argues that this is the case for two related reasons. Firstly, CST is based on the pre-Enlightenment approach to moral philosophy, virtue ethics, while the mainstream in business ethics favours the rule-based approaches consequentialism and deontology and their variants. Secondly, mainstream approaches also have adopted a positivist epistemology where theories represent the Truth that must not be questioned: they have become ideologies. This paper argues that CST, mainly through (...) the virtue ethical doctrine of the mean, is saved from having become an ideology and is much closer to the ideal of science as a self-questioning system than the mainstream in business ethics. This essay explains this counter-intuitive conclusion by tracing the history of CST and embedding it in an epistemic discussion and then suggesting what business ethics could take from CST to regain the all-important discursiveness it once had. (shrink)