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Issue 31 - 02 | Why Corporate “Goodness” is Not Enough: Rethinking Corporate Responsibility
By Christine Arena Published Feb. 7, 2007 1:30 a.m.

Arena argues that the widely-held notion that corporate responsibility is about “doing good” marginalizes an important part of doing business in the 21st century. Instead, it is about innovation, changing as the world changes. She also lets us in on which extraordinary companies driven by purposeful ideas actually succeed.

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About Christine Arena | Christine is the award-winning author of two business books: The High-Purpose Company: The Truly Responsible (and Highly Profitable) Firms that are Changing Business Now (Collins, January 2007), and Cause for Success: 10 Companies that Put Profits Second and Came in First (New World library, November 2004). She is also the creator of groundbreaking research on corporate reputation, trust and corporate social responsibility (CSR) effectiveness—including the ongoing analysis of over 200 companies. Through her books and research, Christine’s primary objective is to help people better distinguish between true and false CSR, or winning versus losing strategic approaches. In addition to advising Fortune 1000 corporations, Christine is a business news blogger for Apesphere.com and a frequent speaker to corporate and academic audiences worldwide. A masters graduate of New York University, she lives in San Francisco.



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