Ethics, and honesty (Table 1). Nonetheless, as with their concentrate group counterparts, they considered the

Ethics, and honesty (Table 1). Nonetheless, as with their concentrate group counterparts, they considered the business weak with regards to senior management credibility and believability, suggesting that repositioning messages delivered by senior management could face skepticism and that employee morale was low. Corporate Affairs launched its corporate repositioning plan in 1999 beneath the banner “Philip Morris in the 21st Century.”7,35 It introduced a new PMC narrative to staff (along with the public), reversing the narrative from the tenacious fighter focused solely on industry and courtroom successes and presenting PMC as an alternative as a accountable corporate citizen. It offered workers who may have already viewed PMC as IQ-1S (free acid) manufacturer socially responsible having a specific story toTABLE 1–Selected Results of 1998 Philip Morris USA (PM USA) Employee SurveyStatement PM USA is socially responsible PM USA is ethical PM USA senior management is ethical PM USA is truthful The company is adhering to the highest standards of ethics and integrity PM USA senior management is trustworthy PM USA senior management is believablecredible When senior management says one thing, it is possible to believe it really is true There is certainly fantastic morale within the organization Typical Rating 3.8 three.7 three.6 three.4 3.three three.two three.1 two.8 two.Note. Workers have been asked to rate products on a scale from 1 = not at all to 5 = definitely. Senior management deemed a score of three.eight or above as a strength and three.two or under as a weakness.44 Source. Holm Group.share with other people.46 The new narrative was summarized within the tag line “Working to produce a distinction. The people today of Philip Morris.”47,48 A longer version explained how the organization produced a distinction:Philip Morris is usually a loved ones of corporations. We are parents, neighbors, buddies and involved citizens in communities around the nation and about the globe. We’re devoted to our jobs, our households, our communities and to helping other people. We’ve a extended history of giving to community activities, which includes hunger, the Arts, job instruction, education, domestic violence and disaster relief. We’re committed to operating using a assortment of groups to improve the quality of life in our communities.As a presenter at a Corporate Affairs workshop explained to staff,[PMC’s ] “story line” will help you make clear what we stand for as a corporation that produces, amongst other items, cigarettes. You may assume of this because the philosophical basis on which a firm can manufacture and marketplace a harmful solution in a responsible way.Employee communications, like speeches from PMC executives and the employee newsletter, expanded around the narrative, discussing the company’s openness and accessibility, diverse product offerings, history of philanthropy, youth smoking prevention efforts, and willingness to adapt to societal PubMed ID:http://www.ncbi.nlm.nih.gov/pubmed/21324718 expectations and to perform constructively with critics.38,47,49,51—54 An instance on the latter two qualities was PMC’s 2000 acknowledgment, right after decades of denial, that cigarette smoking triggered illness and that nicotine was addictive.PMC’s narrative of a socially responsible enterprise trying to meet society’s expectations blended old and new. PMC could, for example, point to a history of corporate philanthropy centered on the arts56 and to occasional “youth smoking prevention” initiatives.57 Nonetheless, its stated willingness to adapt to societal expectations (“societal alignment”)7,58 and to perform constructively with critics (“constructive engagement”)58 was the precise opposite of its approach to society up to that poi.