The Good Corporate Citizen: A Practical Guide.

AuthorMarshall, Jeffrey
PositionBookshelf - Brief Article - Book Review

The Good Corporate Citizen: A Practical Guide. By Doris Rubenstein. John Wiley & Sons, 200 pages. $39.95.

Doris Rubenstein, the founder of a philanthropic advisory and management firm in Minneapolis, devotes a key early chapter to answering a basic question: Why conduct a corporate citizenship program? Citing three reports issued in 2000, she finds that consumers and employees expect businesses to help build a better society, and that both reward companies that do. That translates into key business goals like retaining customers, winning new ones by word of mouth and higher customer spending.

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Not surprisingly, she finds that organized corporate philanthropy efforts are more common at larger companies--in part because they are better able to afford donations, and have incorporated them...

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