Theory and Practice of Business under Sustainability Principles
Edited by Geoffrey Wells
Chapter 2: Developing and communicating social capital for sustainable organizations and their communities
This chapter focuses on social capital and organizations as active community members and investors in sustainable programs. Social capital development, community engagement and engaging communication that aims to be inclusive are some of the core ingredients which are suggested for the sustainability of organizations. The changing role of social media is also considered as grass roots communication in opening up dialogue between organizations and community members which may affect the reputation of organizations. If the business of organizations is to be sustainable, developing social capital is critical. Social capital includes the networks, relationships and connections which organizations cultivate and which are important to their internal and external operations.
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