Capitalism contains a lack of self-restraint in competition. The backlash has been over-regulation by the state to keep powerful competitors in check. Complete self-serving can't be it even if moral behavior is incentivized by competition, because there is the case where no competitors act morally and the barriers to entry are too high.

So yes a new word is needed to describe a more selfless capitalism.

Like I said it is more of a philosophy that doesn't have a good model for how to achieve it in the modern world. I wouldn't advocate achieving it through force so I am left to ponder what conditions would allow smaller entities to flourish. I think limiting the size and complexity of the body of law would be a start. Regulatory capture is a problem.