By recasting the long-running argument about the role of business in society, companies can dislodge a debate that's now wedged between two seemingly incompatible points of view.
The relationship between big business and society can be viewed as an implicit social contract, with obligations, opportunities, and mutual advantages.
Large companies must take the lead in explaining their contribution to society. They should define their ultimate purpose in a way that is more subtle than "the business of business is business" and less defensive than most current approaches to corporate social responsibility.
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