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

David Bek, Ian W Jones and Michael Pollitt

Working Papers from Centre for Business Research, University of Cambridge

Abstract: 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.

Keywords: social capital; corporate citizenship; Diageo; community programmes. (search for similar items in EconPapers)
JEL-codes: M14 Z13 (search for similar items in EconPapers)
Date: 2005-03
New Economics Papers: this item is included in nep-acc and nep-bec
Note: PRO-2
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:cbr:cbrwps:wp302

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