- 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.