CSR [corporate social responsibility] in most companies is in a ghetto: it is a marginalised and marginal activity...in some cases, more is spent on touting the good works than on doing them...No company has got it right yet, but some are coming close [refers to initiatives by Starbucks, Hindustan Lever, Toyota, Rio Tinto]...companies such as Coca-Cola and McDonald's might have a very different social impact today if their founders were still at the helm. [also refers to Shell, Wal-Mart, pharmaceutical industry, tobacco industry]