When the Seattle World Trade Organization (WTO) meeting collapsed in 1999, many corporations’ stock prices quickly followed suit. But not all fell equally. A study published in the Winter 2005 issue of Corporate Reputation Review showed that corporations with a reputation for social responsibility lost less market value than did corporations without such a reputation.

In the article, Karen Schnietz of Pepperdine University and Marc Epstein of Rice University measured stock prices of Fortune...

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