Abstract

The following article contains a general reflection on which are the fundamental ethical values that should frame the integral act of the entrepreneur. The objective of the research is the critical examination of ethical values and their implication in the construction of the profile of the modern entrepreneur as a way of giving meaning to an action oriented to a success that goes beyond purely economic wealth. The analyticalsynthetic method was used to assess the information obtained from the review of specialized literature. As a result, it was observed that, in spite of the great variety of criteria and definitions of ethical values, there is a consensus to appreciate them as a fundamental element to establish the actions of the entrepreneur and a source to guide his business activity. It is proposed as values the Responsibility, justice, honesty, strength and freedom. Like as conclusion, the social and regulatory character of ethical values is reinforced, as well as the need to generate an organizational culture based on values that support appropriate thought and behavior models for an integral development of the individual who entrepreneurs.