Even Google has its dry spells—those stretches when the otherwise innovative Internet company launches nary a new product. During those times, Google’s informal motto “Don’t be evil” and its generous corporate foundation may protect the company’s coffers, says Clyde Hull, an assistant professor at the Rochester Institute of Technology’s Saunders College of Business. Being socially responsible “helps companies ride out the troughs when innovation flags,” he finds in research he recently...
Want more? Sorry, the full text of this article is only available to subscribers. Subscribe now.
Already a subscriber? Please log in by entering your email address and password into the red login box at the top-right corner of this page.
Need to register for your premium online access, which is included with your paid subscription? Register here.