"Innate morality of business" ?

Intriguing article in strategy+business issue 43 re: The Bourgeois Virtues: Ethics for an Age of Commerce (University of Chicago Press, 2006), where Deirdre (formerly Donald) McCloskey, a professor of econ, English, and history (yes, you read that correctly) declares, "The market supports the virtues."

In other words, capitalism not only thrives in an atmosphere of prudence, temperance, and justice, but also can foster those qualities and other moral virtues, including love... The question is not whether greed is natural -- or even good -- but whether it adequately explains capitalist behavior.

Deirdre McCloskey's Seven Bourgeois Virtues

1. Prudence not just to buy low and sell high, but "to trade rather than to invade, to calculate the consequences, to pursue the good with competence."
   
   
2. Temperance "to save and accumulate, of course. But it is also the temperance to educate oneself in business and in life, to listen to the customer humbly, to resist the temptations to cheat, to ask quietly whether there might be a
   compromise here."
   
   
3. Justice "to insist on private property honestly acquired. But it is also the courage to pay willingly for good work, to honor labor, to break down privilege, to value people for what they can do rather than for who they are, to view success without envy."
   
   
4. Courage "to venture on new ways of business. But it is also the courage to overcome the fear of change, to bear defeat unto bankruptcy, to be courteous to new ideas, to wake up next morning and face work with cheer."
   
   
5. Love "to care for employees and partners and colleagues and customers and fellow citizens, to wish well of humankind, finding human and transcendent connection in the marketplace."
   
   
6. Faith "to honor one's community of business. But it is also the faith to build monuments to the glorious past, to sustain traditions of commerce, of learning, of religion."
   
   
7. Hope "to imagine a better machine. But it is also the hope to see the future as something other than stagnation or eternal recurrence, to infuse the day's work with purpose, seeing one's labor as a glorious calling."
   

I'm curious to read the book.