Can good-will be good business? Firms are increasingly called upon to address matters such as poverty and human rights violations. The demand for corporate social responsibility (CSR) is directed mainly at top management in multinational corporations who are reminded that, in addition to helping to make the world a better place, their commitment to social action will be rewarded by lasting customer loyalty and profits. But is it true that firms that engage in social action will be rewarded with a good name, competitive advantage, superior profits and corporate sustainability? What if it is true for some firms and not for others?

好生意能成为好生意吗？越来越多的公司被要求解决贫困和侵犯人权等问题。对企业社会责任（CSR）的需求主要针对跨国公司的高层管理人员，他们被提醒，除了帮助让世界变得更美好之外，他们对社会行动的承诺还将得到持久的客户忠诚度和利润的回报。但是，从事社会活动的公司会获得好名声、竞争优势、卓越利润和企业可持续性的回报，这是真的吗？如果这对某些公司是真的，而对其他公司不是真的呢？