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The ever-changing environment certainly poses a series of questions of what lies ahead and what will organizations be challenged with next. Perhaps, to understand future directions, it is important to first acknowledge what has been learned in order to appreciate the current state of affairs. There are two particular concepts that come to mind, not new but resounding, these being accountability and legitimacy; although much has been learned about them, there are still significant areas of opportunity which must be addressed. Therefore, future directions will entail the reinforcement of accountability in pursuit of organizational legitimacy.
KeywordsCorporate social responsibility (CSR) Consumer activism Strategic thinking Competitive paradigms Business growth
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