When the competitive strategies of multinational companies rely on brands, corporate social responsibility (CSR) provides insurance against management failures. The practical need for CSR as a brand of insurance comes from changes in social expectations, wealth, and globalization. Corporate actions violating public expense expectations, even destroy, the brand image of the network of stakeholders who are rich to buy branded products and services. Premiums paid by the brand of CSR leaders who create organizationwide commitment to CSR as a means to revise the "profit maximization." Integration in the long term stakeholder management is in the best position to optimize shareholder returns over the longer term. "Hide
by David Chandler, William B. Werther Jr. Source: Business Horizons 8 pages. Publication Date: July 15, 2005. Prod. #: BH128-PDF-ENG
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