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Essay / Research Paper Abstract
7 pages. Corporations have a responsibility to be socially good neighbors. We find that this is even truer now than in the past, especially with problems such as pollutants, crowding smaller businesses, and other problems. Corporations are now trying to make more of an effort of goodwill towards those whose environments and lives they will touch. Bibliography lists 6 sources.
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7 pages (~225 words per page)
File: D0_JGAsresp.rtf
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Corporations are now trying to make more of an effort of goodwill towards those whose environments and lives they will touch. CORPORATE GOODWILL The relationship between the corporation
and its broader society has been an issue for executives since the advent of the modern corporation. Pioneers in philanthropy and community service, like James Cash Penney and Julius Rosenberg
believed and acted on an ethic that business could not be successful without the community thriving. They therefore took an active role, and likewise expected their managers to do the
same, in supporting community activities, both with their time and money. This ethic of community responsibility and being a corporate "citizen" became institutionalized at JCPenney and Sears as a result
of these founders values (Becket 1998). Use of the term corporate citizenship has grown exponentially in the corporate sector in recent years, and while it is readily used, there is
no agreed-upon definition. In the academic literature a closely related concept is corporate social responsibility, the belief that the firm has multiple purposes, both economic and social. Corporate citizenship can
be defined as the practice of matching companies with the rest of society. Studies show organizations are acting as corporate citizens, meaning they are engaging in partnerships for community development
all over the world, and they are increasingly taking a holistic approach to business. Under this model, philanthropy is outdated. Reputation is a valuable commodity, and it takes political
know-how and personal savvy to understand and implement this (Jacobs 1999). It seems that reputations, whether good or bad are what have the real staying power. Despite the negative
headlines this year when people in Europe reported illnesses after drinking Coke products, nearly half of the people who rated Coca-Cola Co. in the survey said they would trust it
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