Broadening the stakeholder base : Rio Tinto's business with communities programme

Developing long term Business with Community partnerships is becoming an increasingly strategic means of realising corporate citizenship, in one form or another. Many companies in Australia, and elsewhere, are rushing into this, often with disastrous results. One company which has been at the forefront of developing such partnerships, in ways to avoid some of the rushed disasters we are seeing right now, is Rio Tinto, with its Business With Communities Programme established for the last six years in Australia. At the heart of this programme is an approach to strategic corporate citizenship which has nothing to do with altruism, philanthropy or corporate generosity to the community. It is a serious exercise, driven by stakeholder dialogue, in building social capital in the communities in which Rio Tinto operates.

Multiple stakeholder perspective to responsibility in advertising

Responsibility in advertising requires that all stakeholders honor their obligations to one another. Advertising-related activities that violate accepted standards will be deemed irresponsible by one or more stakeholders. These activities may affect advertisers and consumers negatively; advertisers may incur damaging publicity that threatens their long-term viability, and consumers may incur physical, financial, or emotional injury. To mitigate such harms, regulators are charged with protecting society's interests. Responsibility in advertising is introduced and the interconnections between these major stakeholders are briefly discussed. The papers that comprise this special issue are then introduced and manuscript reviewers are acknowledged.

Focusing on university student engagement at the institutional level

In Australia, there has been a tendency to rely on quantitative indicators of university teaching quality. This has occurred partly because the indicators are perceived as objective and reliable and partly because they are relatively simple to gather and collate. A national project currently underway is based on the assumptions that teaching quality is multidimensional and that the identification and use of relevant indicators of teaching quality are dependent on the institutional environment. With a focus on student engagement, this paper outlines the research-based approach to developing indicators of teaching quality being taken by one Australian university participating in the national project.

The harm chain : a public policy development and stakeholder perspective

This paper introduces the concept of a ‘harm chain’ as a mechanism to further broaden the way in which firms and public policy makers consider potential negative outcomes from marketing activities. The purpose of conceptualizing a ‘harm chain’ is to examine specifically the creation of harm within networks of marketing exchanges that might occur throughout preproduction, production, consumption and post-consumption activities. The authors suggest that addressing issues where harm occurs allows both firms and policy makers to identify whether exchanges bring about harm, how relevant parties can address the core cause of harm, as well as how those who are harmed can be protected.