Risk And Rewards: Corporate Citizenship

Lip service won't cut it anymore when it comes to being a good corporate citizen. The 2004 Cone Corporate Citizenship Study, released last week, shows that Americans--
now more than ever before--stand to punish firms that behave illegally or unethically. On the flip side -- whether it's acceptable for companies to involve a cause or social issue
in their marketing materials or switching to a brand associated with an issue -- Americans continue to raise their expectations for companies that take up a cause(s).