Volume 10, 1999
Proceedings of the Tenth Annual Meeting
Chris Marsden, Jörg Andriof
Big Business and. Society
Part of the Problem and the Solution?
A new role for business in society is emerging which goes beyond traditional philanthropy and local good neighborliness and extends to active engagement in wider societal issues and triple bottom line accountability. This paper offers new insights Into analyzing a company's approach to its wider role in society, in other words its corporate citizenship, it is based on the evidence of 12 companies, which participated in an action research conference held at Warwick University Business School In July 1998. It helps understanding of a company's current citizenship position, that of its benchmark peers and In which direction it might most easily be influenced to develop.