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Exploring business's social contract: An interview with Daniel Yankelovich
Business executives overwhelmingly agree that they must serve the public good as well as deliver profits to shareholders. In this interview, Daniel Yankelovich, a founding father of public-opinion research and its preeminent practitioner, discusses the current state of the contract between business and society.Topics explored in the interview include the challenges executives face in pursuing strategies that both generate profits for shareholders and address the social-contract demands of public stakeholders, as well as the lack of public trust in business institutions.The interview also explores changes in the business ideology of shareholder value—changes that could help restore public trust—and the role of executives and corporate boards in building a stronger ethical foundation for business.
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© 1992-2003 McKinsey & Company, Inc
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