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Just Good Business by Kellie McElhaney

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4 GET A GOOD FIT

All citizens should have the opportunity to be active, but all will not respond. Those who do respond carry the burden of our free society. I call them the Responsibles. The Responsibles exist in every segment of the community—the ethnic groups, the unions, neighbourhood leaders, the businesses . . . but they rarely form a network of responsibility for the community because often they don’t know one another across segments. They must find each other, learn to communicate and find common ground. Then they can function as the keepers of the long-term agenda.

—John W. Gardner

Pedigree is a pet food company that has found a good fit for its CSR program. When you visit the Pedigree dog food Web site,22 the first thing you’ll ...

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