The sustainable success of a company is not only measured by financial ratios or returns. It is much more important for a company to be desirable for its employees and popular with its neighbors. “Corporate Social Responsibility” is in demand — as a company, too, you have to be perceived as a good, socially conscious citizen. The recipes for this are never the same — they depend on the respective political, sociological and cultural environment of the company, i.e. on all “stakeholders”.