@techreport{6ed43bff19b2425a9c25fff51a503c48,
title = "How do multinationals build social capital? Diageo{\textquoteright}s corporate citizenship programme",
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{\textquoteright}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. ",
author = "David Bek and Ian Jones and Michael Pollitt",
year = "2004",
language = "English",
series = "ESRC Centre for Business Research",
publisher = "ESRC Centre for Business Research, University of Cambridge",
pages = "1--61",
address = "United Kingdom",
type = "WorkingPaper",
institution = "ESRC Centre for Business Research, University of Cambridge",
}