Ethics, and honesty (Table 1). On the other hand, as with their concentrate group counterparts, they considered the business weak in terms of senior management credibility and believability, suggesting that repositioning messages delivered by senior management could face skepticism and that employee morale was low. PF-2771 web corporate Affairs launched its corporate repositioning system in 1999 below the banner “Philip Morris within the 21st Century.”7,35 It introduced a brand new PMC narrative to staff (as well as the public), reversing the narrative on the tenacious fighter focused solely on industry and courtroom successes and presenting PMC instead as a accountable corporate citizen. It supplied personnel who might have currently viewed PMC as socially accountable using a certain story toTABLE 1–Selected 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 firm is adhering for the highest requirements of ethics and integrity PM USA senior management is trustworthy PM USA senior management is believablecredible When senior management says one thing, you could believe it really is correct There’s excellent morale inside the company Average Rating three.8 three.7 3.six three.four three.three three.two 3.1 two.8 2.Note. Employees had been asked to price things on a scale from 1 = not at all to 5 = completely. Senior management deemed a score of three.8 or above as a strength and 3.2 or under as a weakness.44 Source. Holm Group.share with other people.46 The new narrative was summarized within the tag line “Working to create a difference. The people today of Philip Morris.”47,48 A longer version explained how the enterprise created a difference:Philip Morris is often a loved ones of corporations. We are parents, neighbors, mates and involved citizens in communities about the nation and about the planet. We’re committed to our jobs, our families, our communities and to assisting other people. We have a long history of providing to community activities, including hunger, the Arts, job education, education, domestic violence and disaster relief. We are committed to operating with a variety of groups to enhance the good quality 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 corporation that produces, amongst other factors, cigarettes. You could consider of this because the philosophical basis on which a business can manufacture and market a risky solution in a responsible way.Employee communications, which includes speeches from PMC executives and the employee newsletter, expanded on the narrative, discussing the company’s openness and accessibility, diverse item 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 perform constructively with critics.38,47,49,51—54 An instance with the latter 2 qualities was PMC’s 2000 acknowledgment, soon after decades of denial, that cigarette smoking brought on illness and that nicotine was addictive.PMC’s narrative of a socially accountable corporation attempting to meet society’s expectations blended old and new. PMC could, by way of example, point to a history of corporate philanthropy centered on the arts56 and to occasional “youth smoking prevention” initiatives.57 Nonetheless, 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.