BUSINESSES are part of societies and successful businesses can create an environment that benefits their customers, employees, communities and shareholders. They do this through various forms of corporate social responsibility, based on the idea that businesses should “strive to make a profit, obey the law, be ethical and be a good corporate citizen”. EMMANUEL MOGAJI, Senior Lecturer in Advertising and Marketing Communications, University of Greenwich The benefits of corporate social responsibility practices for businesses include enhanced reputation, legitimacy and customer loyalty. But these practices are not just marketing to make businesses look good. They are also a way to develop…