The author outlines a “new rules” agenda for business that is being driven by changing market forces and growing public expectations. The new rules address seven primary issues: corporate legitimacy and stakeholder relations, corporate governance, increased equity and diversity, environmental preservation, the new “employment contract,” redefined public‐private sector relations, and improved ethical performance. The new rules are evolving not only from the demands of public interest groups; they also represent arenas of action already being taken by leading corporations. Thus, social responsibility has moved far beyond peripheral “do‐goodism” and entered the central sphere of corporate strategy.
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