Corporate social responsibility used to be simple: Present an oversized check to charity, get photographed with some sick kids, and call it a day. Now the world's largest corporations are expected not only to make money for their shareholders but also to do good by their stakeholders--a much broader group that includes anyone and anything affected by their business, from employees to emus.
Making environmental, social, and ethical considerations part of doing business is a tough assignment. Even defining what "responsibility" means is challenging, much less quantifying it. "The difficulty is plain," says Charlotte Grezo, director of social responsibility at Vodafone, the giant British telecom company. "It's like the good old management adage says: You need to measure to manage."
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