Getting Smart at Being Good...Are Companies Better Off for It?

NOT EVERYONE SAYS YES. BUT A GROWING PHALANX OF CEOS THINKS THAT, DONE RIGHT, CORPORATE CARING BOLSTERS BOTTOM LINES

T.J. Rodgers may be many things--tough taskmaster, Green Bay Packers fan--but reticent he is not. And if anything gets the pugnacious founder and CEO of Cypress Semiconductor talking, it's the notion that corporations ought to exist for more than the pursuit of profit. In the simplest terms, that idea--called corporate social responsibility, or CSR--invites companies to consider their impact on people and the planet on a par with their traditional quest for profit. Rodgers considers that bunk. Not that he opposes conscientious corporate conduct or occasional acts of charity. He's quick to point out that he and his company do quite...

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