Traditional corporate social responsibility (CSR) is failing to deliver, for both companies and society. Executives need a new approach to engaging the external environment. The authors believe that the best one is to integrate external engagement deeply into business decision making at every level of a company. In this article, they show how to make that kind of integrated external engagement (IEE) a reality. They set out to answer three questions. Are companies doing well at external engagement? Where might they be going wrong? How can they do better?
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