Can good-will be good business? Firms are increasingly called upon
to address matters such as poverty and human rights violations. The
demand for corporate social responsibility (CSR) is directed mainly
at top management in multinational corporations who are reminded
that, in addition to helping to make the world a better place,
their commitment to social action will be rewarded by lasting
customer loyalty and profits. But is it true that firms that engage
in social action will be rewarded with a good name, competitive
advantage, superior profits and corporate sustainability? What if
it is true for some firms and not for others? This book addresses
these and other questions by explaining the how and why of creating
value and competitive advantage through corporate social action. It
shows how and when firms can develop successful corporate social
strategies that establish strong commitments to shareholders,
employees and other stakeholders.
General
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