There is of course the a. Greif story of maghrebi traders that runs along these 
lines. But even then there was a fleet to back the words with deeds. Words of 
honour alone will not do.

Jim Devine <[email protected]> wrote:

>Roger Hollingsworth: >It is often forgotten that Adam Smith – an
>eighteenth century moral philosopher often considered the “father of
>capitalism” – believed the most important force coordinating relations
>among competing actors was not the state, but widely shared views
>about morality. For markets to work effectively it was necessary for
>buyers and sellers to have trust in one another. In the early history
>of capitalism, trust between buyers and sellers was the glue which
>held the system together. Trust was facilitated by traditional
>principles shared by both buyers and sellers. And in Western
>capitalism this kind of trust emerged from the ethical norms of the
>Judeo-Christian tradition. Over time, however, the success of
>capitalism unleashed the forces of industrialization and
>modernization, which undermined the strength of religious institutions
>and traditional obligations. Slowly there came to be a need for new
>mechanisms to coordinate the forces inherent in the system, which
>would otherwise generate systematic disorder.<
>
>Smith missed the contradiction between the trust that he saw as
>necessary to markets working in a half-decent way and the greed that
>makes markets run and is encouraged by market relations (especially
>M-C-M'). The greed dissolves the "glue."
>-- 
>Jim Devine / "In an ugly and unhappy world the richest man can
>purchase nothing but ugliness and unhappiness." -- George Bernard Shaw
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