How do Multinationals Build Social Capital? Diageo's Corporate Citizenship Programme
AbstractThis paper attempts to enhance understanding of the process by which multinationals build social capital by examining the Corporate Citizenship (CC) activities and associated social capital outcomes of the UK-based branded alcoholic drinks company, Diageo. The firm possesses a structured portfolio of CC initiatives and projects and has a long-standing tradition of community engagement. This paper examines Diageo’s CC strategy in depth and considers the ways that their engagements impact upon social capital development in different arenas. The forces driving social capital outcomes are considered and implications for companies and governments are offered.
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Bibliographic InfoPaper provided by ESRC Centre for Business Research in its series ESRC Centre for Business Research - Working Papers with number wp302.
Date of creation: Mar 2005
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Web page: http://www.cbr.cam.ac.uk/
social capital; corporate citizenship; Diageo; community programmes.;
Find related papers by JEL classification:
- M14 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Corporate Culture; Social Responsibility
- Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Social and Economic Stratification
This paper has been announced in the following NEP Reports:
- NEP-ACC-2005-05-07 (Accounting & Auditing)
- NEP-ALL-2005-05-07 (All new papers)
- NEP-BEC-2005-05-07 (Business Economics)
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- Ian Jones & Michael Pollitt & David Bek, 2006. "Multinationals in their communities: A social capital approach to corporate citizenship projects," ESRC Centre for Business Research - Working Papers wp337, ESRC Centre for Business Research.
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