What Matters Most: how a small group of pioneers is teaching social responsibility to big business, and why big business is listening Jeffrey Hollender and Stephen Fenichell 317 pages (Basic Books, 2004) As president of Seventh Generation, purveyors of phosphatefree detergent and other nontoxic household goods, Jeffrey Hollender was one of the first American business executives to promote corporate social responsibility as anything other than a response to a toxic tort lawsuit or a run of… What Matters Most: how a small group of pioneers is teaching social responsibility to big business, and why big business is listening Jeffrey Hollender and Stephen Fenichell 317 pages (Basic Books, 2004) As president of Seventh Generation, purveyors of phosphatefree detergent and other nontoxic household goods, Jeffrey Hollender was one of the first American business executives to promote corporate social responsibility as anything other than a response to a toxic tort lawsuit or a run of…

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