Confronting the “corporate citizen

IntroductionThe recent Earth Summit, corporate scandals involving major multinationals such asEnron and the subsequent questioning of the regulatory structures and morality ofglobal capitalism, all suggest that the complex relationship between business, the stateand civil society is undergoing change. The debate, on this occasion, is beingconducted under the rubric of corporate social responsibility (CSR) and corporatecitizenship. The development of CSR strategies has been particularly pressing forbrand-based, multi-national companies such as Nike and The Gap. Greater publicconcern over their activities has highlighted the importance of protecting thebrand-image, and the need to demonstrate a corporations’ socially responsible attitudein its interactions with consumers and suppliers in order to maintain its social capital(see Nahapiet and Ghoshal, 1998).
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