In the current globalized economy, companies like IBM, adopted an innovative community platform by putting together teams from its employee pool. On the other hand, companies like Microsoft have adopted a type of responsibility where they reach out with disaster management. For example, in Japan, during the course of a major earthquake, Microsoft wanted to reach out to customers and the public. They worked with inter-government agencies to help the people in the disaster. Sustainability services were carried out with more emphasis restoring global harmony. Support was provided to business partners and they were allowed to use some software’s of Microsoft free of cost till they were back on track. Here the social sustainability aspects, economic sustainability and environmental sustainability were all served.
As evident in the case examples of Oracle, IBM and Microsoft, corporate citizenship in the global context has hence risen to manage unfamiliar elements. These elements were not considered in the scope of sustainability before. Nelson (2005) states that “From Asia to the Americas, business leaders are under intense pressure to rebuild trust, manage new and unfamiliar risks, respond to rising societal expectations and remain profitable and competitive in a global economy” (p.1). This is an interesting point as it shows companies are pushing their boundaries when it comes to sustainability incorporation. A good corporate citizen is no longer defined in traditional roles. Corporate citizenship therefore appears to play a more dynamic role in current global economy.
Nelson (2005) also presents three more key responsibilities of the corporate citizen. Companies should adopt these key responsibilities. Firstly, corporate companies must move from corporate margins to embrace more mainstream values and trends. This will be a critical part of their global sustainability initiative. In the past, companies would have implemented sustainability and CSR by showing legal compliance. They would have been governed primarily by traditional determinants and ideologies (Nelson, 2001). In current times, the company have to recognize that their commitment is to the global setup. Core business operations, the philanthropic investments and their engagement with public happenings across the world should be their focus. There are more untapped social, environmental or economic needs around the world and the companies have to enter these markets to create business value as well as philanthropic value. They should no longer find markets for profit only.