How do multinationals build social capital? Diageo’s corporate citizenship programme

David Bek, Ian Jones, Michael Pollitt

    Research output: Working paper

    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.
    Original languageEnglish
    PublisherESRC Centre for Business Research, University of Cambridge
    Pages1-61
    Number of pages62
    Publication statusPublished - 2004

    Publication series

    NameESRC Centre for Business Research

    Keywords

    • social capital
    • corporate citizenship
    • Diageo
    • community programmes.

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