Chapter 9
Is Doing Good, Good for Business?
Which Corporate Social Responsibility (CSR) Activities Are Worth Pursuing and Which Are Not
In This Chapter
- CSR eludes definition and identification.
- The inherent schizophrenia in CSR.
- Worthy CSR initiatives.
- The stealth factor: CSR as insurance.
- Clearing up the confusion about corporate reputation, brands, and image.
In May 2005, GE unveiled with great fanfare and a multimillion-dollar advertising budget its awkwardly named “ecomagination” initiative, aimed “to help meet customers’ demand for more energy-efficient products and to drive reliable growth for GE—growth that delivers for investors long term. Ecomagination also reflects GE’s commitment to invest in a future that creates innovative solutions ...
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