Title

Ensuring Corporate Sustainability through Social Responsibility: Diageo and Responsible Drinking

Publication Type

Book Chapter

Publication Date

1-2012

Abstract

Global and national concerns over the health and social problems associated with alcohol abuse pose a serious challenge to the alcohol industry's license to operate. This chapter shows how Diageo has responded to this challenge in the Asia Pacific region. Recognizing that addressing alcohols's impact on society is critical to its corporate sustainability, Diageo developed an overarching corporate social responsibility program that aimed to raise awareness about responsible drinking. The company's Responsible Drinking activities have shown that corporate social responsibility can enhance corporate reputation and help the company build strategic relationships with stakeholders.

Keywords

Diageo Asia Pacific Pte Ltd, alcohol industry, responsible drinking, alcohol misuse

Discipline

Business Law, Public Responsibility, and Ethics

Research Areas

Corporate Communication

Publication

Winning Corporate Reputation Strategies: Lessons from Asia Pacific

First Page

31

Last Page

55

ISBN

9780071327039

Publisher

McGraw-Hill

City or Country

Singapore

Additional URL

http://catalogue.library.smu.edu.sg/record=b1114590~S1