I address the issue of justifiable profits from distinct perspectives
in economics, strategy research and ethics. Combining insights from Au
strian economics, the resource-based perspective, and finders, keepers
ethics, I argue that strategy is about the discovery of hitherto unex
ploited possibilities for exchange. To the extent that strategy is abo
ut the discovery/creation ex nihilo of products, ways of producing pro
ducts, etc., the resulting profits are argued to be justifiable from a
finders, keepers perspective.