FOREWORD - SALUTE TO PROFESSOR PETER PRUZAN 9

CORPORATE VALUES AND RESPONSIBILITY - THE CASE OF DENMARK 11

By Mette Morsing & Christina Thyssen, Copenhagen Business School

PART I. POINTS OF DEPARTURE

SOCIAL PARTNERSHIPS - THE ROLE OF GOVERNMENT IN DENMARK 25

By Karen Jespersen, Former Minister of Social Affairs

THE WORLD'S FIRST ETHICAL ACCOUNTING STATEMENT 33

By Jørgen Giversen, Sparekassernes Datacenter

THEORY AND PRACTICE OF BUSINESS ETHICS IN DENMARK 42

By Peter Pruzan, Copenhagen Business School

A FOREIGNER'S VIEW OF THE CASE OF DENMARK 61

By Simon Zadek, AccountAbility

TEACHING CSR: AGENDAS AND INQUIRIES 68

By Morten Ougaard & Michael Elgaard Nielsen,

Copenhagen Business School

PART II. LEADERSHIP

VALUE-BASED LEADERSHIP AND ETHICSS 83

By Niels Due Jensen, Grundfos

THE SEARCH FOR CORPORATE VALUES 90

By Yun Mi Antorini & Majken Schultz, Copenhagen Business School

SELF-LEADERSHIP - BUILDING A GREAT COMPANY 98

By Lars Kolind, Knowledge Worker and Entrepeneur

NEW FORMS OF LOYALTY 104

By Ole Fogh Kirkeby, Copenhagen Business School

ESCAPING THE IRON CAGE - A MISSION IMPOSSIBLE? 110

By Peter Mejlby, Copenhagen Business School

PART III. COMMUNICATION

EXCERPTS FROM NOVO NORDISK SUSTAINABILITY REPORT 2002 123

By Novo Nordisk

THE BUSINESS AND THE MEDIA OF THE FUTURE 139

By Erik Rasmussen, Mandag Morgen

CONSPICUOUS RESPONSIBILITY: COMMUNICATING RESPONSIBILITY - TO WHOM? 145

By Mette Morsing, Copenhagen Business School

FINDING AND RE-FINDING TRANSPARENCY AT AARSTIDERNE 155

By Annette Hartvig Larsen, Aarstiderne

VALUES - THE NECESSARY ILLUSIONS 163

By Ole Thyssen, Copenhagen Business School

PART IV. PARTNERSHIPS

PARTNERSHIPS IN PRACTICE 179

By Jens Erik Lund, Former Director of The Copenhagen Centre

THE NORDIC CASE OF PARTNERSHIPS IN AN INTERNATIONAL CONTEXT 192

By Michael Brinch-Pedersen, Nordic Partnership

SOCIAL MULTIPARTITE PARTNERSHIPS - WHEN PRACTICE DOES NOT FIT RHETORIC 199

By Jeanet Hardis, Copenhagen Business School

SHIFTS OF POWER - COMPANIES FIND THEMSELVES AT THE CENTRE OF RESPONSIBILITY 211

By Lars Normann Jørgensen, Amnesty International

HUMAN RIGHTS IN A CORPORATE PERSPECTIVE 220

By Christina Schultz & Rasmus Abildgaard Kristensen, Danish Institute for Human Rights

PART V. REPORTING

CORPORATE ACCOUNTABILITY - THE CASE OF DENMARK 229

By Leon H. Olsen, Ashridge Centre for Business and Society

REGULATING CSR - A CONTRADICTION IN TERMS? 240

By Peter Trillingsgaard & Anders Holbech Jespersen, The Confederation of Danish Industries

CORPORATE SELF-REGULATION VS. REGULATION - A CASE OF GLOBALISATION 245

By Karin Buhmann, Danish Database on Corporate Ethics and Social Responsibility

SOCIALLY RESPONSIBLE INVESTING - APPROACHES AND PERSPECTIVES 257

By Steen Vallentin, Copenhagen Business School

PART VI. COMPETITIVENESS

CORPORATE COMPETITIVENESS - HOW TO INITIATE THE PROCESS 271

By Helle Bank Jørgensen, Price Waterhouse Coopers

CSR AS A COMPETITIVE FACTOR IN A CONSUMER PERSPECTIVE 281

By Villy Dyhr, Danish Consumer Council

DOES CORPORATE SOCIAL RESPONSIBILITY (CSR) PAY OFF? 287

By Peter Haisler, Danish Commerce and Companies Agency

WHITE RABBITS AND POLITICAL CONSUMERS 299

By Christine Sestoft, Copenhagen Business School

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Corporate Values and Responsibility gives a flavour of the Danish landscape when it comes to corporate values and social responsibility. The ambition is to indicate the status of the Danish corporate agenda from political, corporate, academic and media perspectives.

Many Danish companies regard values and social responsibility as a "normal" element of their corporate strategy. Denmark is part of an international movement towards combining economic and social values. Danish companies have reached far on these issues.

The 26 authors of this book reflect this diversity. One of them is Professor Peter Pruzan. He has been an inspiration, collaborator and critical voice for Danish and international companies, NGOs, academics and the media throughout the last 20 years on issues of corporate values and responsibility. This book is written in honour of Peter.