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How do Multinationals Build Social Capital? Diageo's Corporate Citizenship Programme


  • David Bek
  • Ian W Jones
  • Michael J Pollitt


This 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.

Suggested Citation

  • David Bek & Ian W Jones & Michael J Pollitt, 2005. "How do Multinationals Build Social Capital? Diageo's Corporate Citizenship Programme," Working Papers wp302, Centre for Business Research, University of Cambridge.
  • Handle: RePEc:cbr:cbrwps:wp302
    Note: PRO-2

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    References listed on IDEAS

    1. Simon Deakin & Hannah Reed, 2000. "The Contested Meaning of Labour Market Flexibility: Economic Theory and the Discourse of European Integration," Working Papers wp162, Centre for Business Research, University of Cambridge.
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    Cited by:

    1. Ian Jones & Michael Pollitt & David Bek, 2006. "Multinationals in their communities: A social capital approach to corporate citizenship projects," Working Papers wp337, Centre for Business Research, University of Cambridge.

    More about this item


    social capital; corporate citizenship; Diageo; community programmes.;

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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