ENTERPRISE ACTION FOR THE COMMON GOOD: MARKET LIMITATIONS AS STRATEGIC PROBLEMS

Alan E. Singer
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Alan E. Singer: Department of Management, (This paper was originally drafted while the author was visiting the University of Hawaii, at Manoa.) University of Canterbury, New Zealand

Journal of Enterprising Culture (JEC), 2003, vol. 11, issue 01, 69-88

Abstract: Many companies have attempted to lead ethically, by example, yet have nonetheless operated quite uncritically within the global market, despite that systems' known limitations. As a result, corporate communications that refer to the "common good" often lack credibility. At the present time, appeals of this type are especially open to skepticism and scrutiny. Accordingly, a conceptual framework is proposed for augmenting enterprise strategies and communications in several ways, but particularly at the level of politics and ideology. The application of the framework is illustrated, with reference to a well-known profitable Japanese company that also has an expressed social and environmental mission. Related cultural issues are then discussed.

Date: 2003
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DOI: 10.1142/S0218495803000056

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