The best companies are generous companies Academic Article uri icon


  • Corporate generosity is a critical input to business success. Effective generosity is a strategic business decision: it is purposeful, channeled, integrated, and results-oriented. In effectively generous firms, the relationship between social and financial performance is mutually reinforcing, creating a "virtuous circle" that benefits not only the firm but also employees, customers, and the community. Five guidelines will help managers establish and execute effective corporate generosity. © 2007 Kelley School of Business, Indiana University.

author list (cited authors)

  • Berry, L. L.

citation count

  • 7

publication date

  • July 2007