The pioneers of corporate citizenship cannot be adequately described by subjecting them to the logic of the market or the overriding importance of the “Business Case”. Their values and ethical maxims set them apart from their competitors’ and PR and sponsoring experts’ activities. They recognize the legitimate claims of stakeholder groups and integrate them into in-house debates and decision-making processes and are thus pioneers and participants in the process of shaping a civil society, which is setting out to establish a new balance of responsibility between state, business, and civil society.

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Tags for this publication :

• Corporate Citizenship
• Ethics
• Frank Heuberger
• Germany
• Social Marketing
• stages of corporate citizenship