Global Public Policy Institute
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10117 Berlin
Germany
Phone +49 30 275 959 75-0
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E-Mail gppi@gppi.net
26 January 2007
GPPi publishes op-ed on the decline of trust in business
GPPi Associate Director Thorsten Benner published an op-ed dealing with the role of business in society in Germany. The article ran in the 18 January 2007 issue of Financial Times Deutschland. It takes the loss of credibility of German companies in the German public as a starting point and argues that a PR strategy alone will not be sufficient for German companies such as Deutsche Bank and Allianz to regain trust in German society. The op-ed argues that a pure PR approach to the problem misses the point since the underlying problem is political, therefore the response should also be political. German global players need responsible leadership and a conducive "corporate culture" (Unternehmenskultur). They also need to take "corporate social responsibility" seriously by investing in social entrepreneurs and other initiatives developing innovative approaches to tackling political, social and economic problems.
Please click here for the full text (in German).
For further information, please contact Thorsten Benner.