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Reliance Trust Company
 When Good Companies Do Bad Things: Responsibility and Risk in an Age of Globalization by Peter Schwartz, A good reputation is certainly an asset for any company, but to a public that has raised its expectations of business’ responsibility to society, being good just isn’ t good enough. More than public relations posturing or kowtowing to political correctness, social responsibility in corporations is proving essential to the long-term success of companies in today’ s globalized economy. Businesses must now contend with a globalized public that is increasingly aware of business’ obligations to society and expects a level of accountability that most companies cannot meet. Good companies must go beyond merely being good— they must have integrity and a strategy aligned with it. Integrity in business has traditionally meant being honest, upright, and ethical, but in response to globalization, companies are being forced to move beyond this definition and add to it another fundamental quality— integration with society. Corporations must anticipate and respond directly to the demands of public opinion rather than waiting for government intervention, mediation, and regulation to force them into action. When Good Companies Do Bad Things explores the strategic relationship between know-how, integrity, and integration, demonstrating how companies that fail to embrace the deeper meanings of these terms jeopardize their reputations and future prosperity. Peter Schwartz, author of The Art of the Long View, and Blair Gibb recount well-known cases of companies like Shell, Nike, Texaco, and Nestlé , companies that found themselves facing accusations of hazardous environmental practices, racism in the workplace, and human rights violations. To themselves and the corporate worldthey were each considered good companies, until they were blindsided by issues on which large segments of the public felt that their trust had been violated.
 The Denny's Story: How a Company in Crisis Resurrected Its Good Name by Jim Adamson, The Denny’ s Story In the early ’ 90s, the Denny’ s restaurant chain was faced with charges of race discrimination that severely damaged its image. Stories of African-American customers who were denied service or asked to prepay before eating were made public across the United States and around the world. In 1994, Denny’ s settled two class-action lawsuits for $54 million. Add to that a parent company riddled with debt and a corporate culture firmly locked in the past, and it seemed that permanent shadow had been cast in the doorway of Denny’ s. Then CEO Jim Adamson came on board. He kept the doors open and, in time, opened the minds of employees to a new way of doing business. Adamson assembled a team of people from across the country to tackle the daunting task of transforming the company culture, making inclusiveness and diversity central to the everyday work ethic at Denny’ s. Now, every employee— from waitstaff to managers— receives specific training that emphasizes respect for differences among people. And for two consecutive years, Fortune magazine has ranked Denny’ s and its parent company among the top ten companies for minorities in America. What it took to turn the company around was hours and hours of hard work; thoughtful, innovative, and proactive programs; the willingness to lead and take risks; and, most of all, an absolute commitment to do the right thing— no matter what. Denny’ s has not just survived— it has flourished, becoming a mode of success for companies large and small, in every industry. The Denny’ s Story is the real-life account of how the company pulled itself out of a public relations nightmare andearned back the trust of its customers. Adamson describes how his prior professional experience prepared him for the work he faced in restoring Denny’ s reputation after a series of troubling incidents that led to lawsuits filed against the company.
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