Goodwill hunting

June 2003
Director;Jun2003 Supplement, Vol. 56, p41
This article examines various issues that can help companies balance their duties to society and environment with their duties to investors and employees. At Business in the Community, it is known that companies that behave responsibly in the community perform better on the bottom line. Members recognise that they have a wide range of stakeholders, whose needs must be addressed. These stakeholders include investors, customers, employees, suppliers and, of course, the communities where they operate, at home and abroad. The task of promoting corporate social responsibility has become even tougher because of a confluence of factors. Companies spend many millions establishing and protecting their reputations through their brands. Reputation is not easily recoverable, trust is not negotiable.


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