Telstra throws consultants a lifeline - Business - www.smh.com.au

Telstra throws consultants a lifeline - Business - www.smh.com.au:
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"The big difference this year over last year is that as stakeholders look to manage long-term relationships with corporates, they've increased the amount of emphasis they put on what customers think of a corporation and they've increased the amount of emphasis they're placing on what they're doing about corporate social responsibility,' says Asia Pacific president Alan VanderMolen.
'Our theory is that stakeholders across the region are looking much more towards the softer sides of the business. We are seeing a broadening out of expectations and Australia is proving one of two markets or regions that really drive CSR on a worldwide basis. The other is Scandinavia.'
VanderMolen, however, says there is still huge confusion about the difference between CSR and corporate altruism or philanthropy.
'Companies here still confuse them a lot,' he says. 'My take is: companies spend a lot of money not very wisely in the CSR realm because they confuse philanthropy and CSR."