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[PDF] [winning essay]: "CSR Doesn’t Matter – Business Profits Do"
Corporate leaders often lose sight of the fact that the most important secondary effect of what they do – not what they aim at but what their actions lead to - is the promotion of a socially progressive society through the market imperative..they must realise that CSR [Corporate Social Responsibility] is not an end in itself, but is increasingly a key driver of long term business success. [refers to Johnson & Johnson, Merck, McDonald's]