Where Apple's CSR strategy went wrong

05/14/2012 | Harvard Business Review online

Apple's corporate social responsibility strategy is purely reactive, rather than built on sweeping pre-emptive action, writes Gregory Unruh. But that won't always be enough to preserve the company's reputation. "Apple needs to get out there and show that they are not only innovating to serve their customers, but that they are innovating to serve society and the planet as well," Unruh writes.

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