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Abstract
In this paper the authors employ the Aristotelian virtue ethics framework of character development and habitual cultivation of courage to analyse the character of Santiago, the protagonist of Ernest Hemingway's novel The Old Man and the Sea. This analysis is an attempt to reposition Santiago as a character who exhibits unflinching adherence to his vocational code of ethics in the execution of his work and demonstrates noble courage in battling adversities of his life and career. It is in his capacity as a professional (fisherman) that he can become relevant to the modern day business managers presenting to him the Aristotelian treatise of practical wisdom, virtue and courage through his character architecture and consummate craftsmanship.