Corporate Community Involvement in the 21st Century

This chapter discusses the role of corporate community engagement as a contribution to alternative approaches to capitalism. Against the backdrop of Tata's community engagement, the chapter will first contextualize corporate community involvement (CCI) in an historical perspective and then move to discussing the core strategic questions. These include the definition of ‘community', the motives and drivers of CCI, and the role of corporate purpose and ownership for community engagement. The chapter also briefly discusses the relevance of the geographical context and positions the importance of CCI for the wider debate on re-imagining capitalism