The moral case for why a company should actively promote the betterment of society and act in a manner benefiting all its stakeholders O is based on the principle of treating people fairly and with respect. is based on the principle that business activities lack real legitimacy and have few socially redeeming qualities unless and until a company exerts a significant and sincere effort to give something back to the community. O is based on the conviction that improving the well-being of society ranks higher in priority and is certainly nobler than making a profit and serving the interests of shareholders. O boils down to "it's the right thing to do." O rests on the principle that a business is duty bound to fulfill its social contract to serve the interests of all stakeholders in a business enterprise