Ethics, and honesty (Table 1). Nevertheless, as with their concentrate group counterparts, they deemed the company weak with regards to senior management credibility and believability, suggesting that repositioning messages delivered by senior management could face skepticism and that employee morale was low. Corporate Affairs launched its corporate repositioning system in 1999 under the banner “Philip Morris inside the 21st Century.”7,35 It introduced a brand new PMC narrative to employees (and also the public), reversing the narrative with the tenacious fighter focused solely on ML240 site market place and courtroom successes and presenting PMC as an alternative as a responsible corporate citizen. It offered workers who may have currently viewed PMC as socially accountable using a distinct story toTABLE 1–Selected Final results of 1998 Philip Morris USA (PM USA) Employee SurveyStatement PM USA is socially responsible PM USA is ethical PM USA senior management is ethical PM USA is truthful The enterprise is adhering for the highest standards of ethics and integrity PM USA senior management is trustworthy PM USA senior management is believablecredible When senior management says something, it is possible to think it is true There is excellent morale inside the company Average Rating 3.8 three.7 three.6 3.4 3.3 three.2 3.1 2.8 2.Note. Workers have been asked to price items on a scale from 1 = not at all to five = certainly. Senior management thought of a score of 3.8 or above as a strength and 3.2 or beneath as a weakness.44 Supply. Holm Group.share with other individuals.46 The new narrative was summarized within the tag line “Working to make a difference. The men and women of Philip Morris.”47,48 A longer version explained how the company made a difference:Philip Morris is actually a family of businesses. We’re parents, neighbors, good friends and involved citizens in communities around the nation and around the planet. We are devoted to our jobs, our families, our communities and to assisting others. We’ve a long history of giving to community activities, such as hunger, the Arts, job training, education, domestic violence and disaster relief. We’re committed to working having a range of groups to enhance the excellent of life in our communities.As a presenter at a Corporate Affairs workshop explained to employees,[PMC’s ] “story line” will help you make clear what we stand for as a firm that produces, amongst other factors, cigarettes. You are able to think of this because the philosophical basis on which a corporation can manufacture and marketplace a hazardous solution within a accountable way.Employee communications, such as speeches from PMC executives and also the employee newsletter, expanded on the narrative, discussing the company’s openness and accessibility, diverse product offerings, history of philanthropy, youth smoking prevention efforts, and willingness to adapt to societal PubMed ID:http://www.ncbi.nlm.nih.gov/pubmed/21324718 expectations and to function constructively with critics.38,47,49,51—54 An example from the latter 2 qualities was PMC’s 2000 acknowledgment, soon after decades of denial, that cigarette smoking caused disease and that nicotine was addictive.PMC’s narrative of a socially responsible business attempting to meet society’s expectations blended old and new. PMC could, for example, point to a history of corporate philanthropy centered around the arts56 and to occasional “youth smoking prevention” initiatives.57 Nevertheless, its stated willingness to adapt to societal expectations (“societal alignment”)7,58 and to operate constructively with critics (“constructive engagement”)58 was the precise opposite of its method to society up to that poi.