Bek, David; Jones, Ian W; Pollitt, Michael J - ESRC Centre for Business Research - 2005
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 …