Confronting the “corporate citizen Homework Help

Introduction
The recent Earth Summit, corporate scandals involving major multinationals such as
Enron and the subsequent questioning of the regulatory structures and morality of
global capitalism, all suggest that the complex relationship between business, the state
and civil society is undergoing change. The debate, on this occasion, is being
conducted under the rubric of corporate social responsibility (CSR) and corporate
citizenship. The development of CSR strategies has been particularly pressing for
brand-based, multi-national companies such as Nike and The Gap. Greater public
concern over their activities has highlighted the importance of protecting the
brand-image, and the need to demonstrate a corporations’ socially responsible attitude
in its interactions with consumers and suppliers in order to maintain its social capital
(see Nahapiet and Ghoshal, 1998).

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