The early neoliberals saw themselves as fighting for more than an economic programme; at stake, they believed, was the survival of 'Western civilization'. Faced with widespread demands for socialism, state welfare provision and economic planning, they turned their attention to the moral values and subjective qualities underpinning a competitive market order. 'Self-discipline, a sense of justice, honesty, fairness, chivalry, moderation, public spirit, respect for human dignity, firm ethical norms – all of these are things which people must possess before they go to market and compete with each other', wrote the German ordoliberal, Wilhelm Röpke.

Jessica Whyte, The Morals of the Market, loc. 70