Research and corporate responsibility - supporting management decision-making

This paper describes the role of stakeholder opinion research in helping companies develop robust corporate responsibility policies, practices and communications.

Research and corporate responsibility – supporting management decision-making

Brian Gosschalk and Jenny DawkinsMORI, United Kingdom

INTRODUCTION

A new age of business has dawned. It is an age in which companies are increasingly asked to account for their social and environmental impacts, in addition to their economic performance. It is an age in which companies are held accountable not only to shareholders, but to a broad range of stakeholders, including wider society. As Niall FitzGerald, recent chairman of Unilever, has noted:

The world in which we operate is changing. Consumers are increasingly bringing their views as citizens into...

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