MARTIN, Roger L <br/><br/>
The virtue matrix :  calculating the return on corporate responsibility 

 -  mar.2002 
<br/><br/> Most companies want to be good corporate citizens. But at what price? A new tool pinpoints when it's smart business to do the right thing - and when it's not. Senior executives may want their companies to be better corporate citizens, but how can they increase their organization's socially responsible behavior without eroding its value? This article introduces a tool - the virtue matrix - that will help executives assess opportunities for socially responsible behavior