The Economist reports on the challenges facing a corporation doing the right thing. Chiquita Brands has done a lot to become a responsible corporate citizen from environmentally sound practices to supporting labor unions. This earned it the support of ForestEthics, an environmental organization, when it decided to avoid fuel from Canada's tar sands. This action earned the wrath of another organization called EthicalOil which called for a boycott of Chiquita by Canadians - much to the detriment of Chiquita. The article reports that Chiquita is not getting the recognition it deserves for all the right things it is doing and raises the larger question - if a company does the right thing and is not affirmed by its customers and stakeholders can it afford to continue to do so and remain competitive?
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