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.

Fingerprint Dive into the research topics of 'How do multinationals build social capital? Diageo’s corporate citizenship programme'. Together they form a unique fingerprint.

  • Cite this

    Bek, D., Jones, I., & Pollitt, M. (2004). How do multinationals build social capital? Diageo’s corporate citizenship programme. (pp. 1-61). (ESRC Centre for Business Research). ESRC Centre for Business Research, University of Cambridge.