Chapter 2 by George G. Brenkert seeks to start a discussion about moral innovation, its role in business and how such innovations might be evaluated. It considers three main issues. First, what do we mean by innovation and does moral innovation make sense? Do innovations simply introduce something new into our lives, or must they be more dramatic than that? And must something be successful to be an innovation? Second, should we recognize different kinds of moral innovations that business brings about? Third, by what standards should such moral innovations be evaluated? Who has the right or responsibility to introduce moral innovation in a society and by what principles should they be considered?