On a world scale, the implicit deal between corporation and
community is undergoing a revolution in the period 1990 2000. For
the first time, corporate boardrooms are having to confront the
environmental challenge not as a peripheral issue around 'public
relations', but as a core issue of credibility with its customers.
As trust in big business has declined, consumer willingness to
alter buying behaviour to register disapproval has accelerated. As
a result, boardrooms in the largest companies are having to redraw
their strategic procedures regarding the environment."
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