What does it say about our society and business culture that the worth of a company is measured almost exclusively by financial value? If a company invests a meaningful percentage of its profits into cause-related initiatives that improve the state of mankind, unless there is a clear economic reward, there is negligible enhancement of the company's value, other than sociological and spiritual.
If a company invests to reduce carbon emissions but gains no economic advantage, there is no economic value -- just environmental. How can a company commit to environmentally friendly investments when those investments do not deliver the economic returns demanded by investors? How can fast food companies commit to reducing obesity when a fat America feeds corporate coffers? How do public companies invest in their local communities, in improved benefits for employees, educational programs, child care facilities? Even Google recently increased child care costs to its employees, citing the need to tighten its corporate belt as a result of reduced stock price. Companies stress brand equity and invest millions -- even billions -- in advertising to communicate brand messages. But which companies can we look to today as having clearly defined brand relevance in their communities and among their customers?
J.D. Power service medals are valued by auto and travel companies. But if good service does not directly translate into increased profitability and investor value, it quickly goes out the window.
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This post originally appeared at JackMyers.com.
Posted July 22, 2008 | 09:28 AM (EST)