A scenario of dismissal is used to illustrate a business ethical reflection that is guided by the method of reflective equilibrium. Several rules of dismissal are considered with respect to an already proved practice and to the goals of the corporation. The deliberation shows how the demand for coherence between norms and practice and for the ... achievement of certain purposes works. The limits and chances of business ethical reflection are indicated on the basis of the discussed example. By providing the methodological frame business ethicists support decision makers in making enlightened decisions. They do not supply the decision maker with the `right ethical theory' which provides an algorithm to conclude the `right decision'.