CSR as Reputation Insurance:Primum Non Nocere

摘要

For many firms, the most precious asset lies not on the balance sheet, nor in the human capital of the workforce, but rather in its reputa tion. For instance, IBM's reputation for being an enterprise-friendly and efficient solutions provider has enabled it to beat rivals for busi ness over many years. McDonald's reputation for being a family-friendly and economical place to eat has sustained its market share in the face of fierce com petition from other chains.