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As a commentator, citizen, and advisor, Daniel Yankelovich has had a long career reporting and analyzing national issues, trends, and opinions. Here, he shares the philosophical foundation of his successful career and revisits some of his breakthrough experiences, drawing insightful conclusions applicable to our current condition.

This wise and optimistic book examines the rampant scandals that plague American corporations today and shows how companies can reverse the resulting climate of mistrust. By seizing the opportunity to address some of the nation's—and the world's—most serious problems, business can strengthen its reputation for integrity and service and advance to a new stage of ethical legitimacy. Daniel Yankelovich, a social scientist and an experienced member of the corporate boardroom, describes the toxic convergence of cultural and business trends that has led inexorably to corporate scandals. Yet he offers reassurance that opportunity exists for positive change. Creative business leaders can advance market capitalism to its next stage of evolution, building upon business norms that simultaneously emphasize the legitimacy of profit making and the importance of the care that companies give to employees, customers, and the larger society.The book asserts that American culture has abandoned its old tradition of enlightened self-interest, of "doing well by doing good." A narrow legalism has taken over ("I didn't break the law; therefore I didn't do anything wrong"). Yankelovich argues that attempts to deal with such flawed ethical norms by means of more laws and regulations cannot succeed. He offers a series of case histories to show how and why stewardship ethics can strengthen individuals, corporations, the nation, and the world economy

Cover -- Half Title -- Title Page -- Copyright Page -- Contents -- Introduction -- 1. To the well-being of society -- 2. The global market economy -- 3. Promise and peril -- 4. The American response -- 5. The Swedish welfare state -- 6. Social learning -- 7. Lurch and learn -- 8. Applying social learning to the welfare state -- 9. Characteristics of the lurch -- 10. Reciprocity -- Selective bibliography

Intro -- Contents -- Preface: Short Books and Their Authors -- Introduction: How to Profit from the Scandals -- Part I Framing the Problem -- I The Wrong Way to Stop the Scandals -- II Screwed Again -- III Unenlightened Self-Interest -- IV Yesterday's versus Today's Ethical Norms -- V Two Incomplete Visions -- Part II Moving towarda New Stage of MarketCapitalism throughStewardship Ethics -- VI Unpacking Stewardship Ethics -- VII The Vision of Stewardship Ethics -- VIII What to Do about Shareholder Value -- IX Restoring Gatekeeper Integrity -- X Hummer versus Hybrid -- Appendix: Daniel Yankelovich's Directorships and Trusteeships -- Notes -- Bibliography -- Index.

In this award acceptance speech given at the 1995 annual conference of the World Assoc for Public Opinion Research, the current state of survey research is discussed in light of the goals visualized by its first practitioners. It is asserted that today's polls fall far short of that vision. The trend of snapshot polls, which are inherently misleading because they report a complex issue with responses to a single question, is deplored, & blame is placed on media ownership of polls & a public attitude based on fear & frustration. A fundamental change in direction is proposed that would include locating the stage of public opinion at the time of the survey. It is contended that all policy issues evolve through seven steps, beginning with unformed, mercurial opinion & ending with deliberate judgment. Understanding the stage of public opinion is necessary before the genuine dialogue needed in a democracy can occur. J. Lindroth

Der Autor untersucht den Wandel von Wirtschaft, Werten und Gesellschaft. Er rekapituliert knapp die wirtschaftlichen Veränderungen nach dem zweiten Weltkrieg sowie ihre Auswirkungen auf die Gesellschaftswerte in hochentwickelten Industrienationen. Nach der Phase des wirtschaftlichen Überflusses und einer sozialen Großzügigkeit in den 1950er und 1960er Jahren, nach den Zeiten der Selbstverwirklichung in den 1970er und 1980er Jahren konstatiert er wirtschaftliche Veränderungen, die neuer Werte bedürfen ("Value Mix") zwischen den alten Pflicht- und den neuen Entfaltungswerten. Er diskutiert den Begriff der "Reziprozität". Für die Sozialpolitik bedeute dies, daß das "Prinzip der Gegenseitigkeit" zum neuen Leitbild für gesellschaftliches Leben werde. Das Anspruchdenken des einzelnen im Sozialstaat sei eine Form des "unreflektierten Selbstinteresses". Die Wertesysteme von Sozialstaat und Marktwirtschaft verstärken die individualistische Selbstbezogenheit auf Kosten der gemeinschaftlichen Institutionen und Gemeinschaftswerte. Der Gemeinschaftsgeist steht unter dem Druck der großen Wahlmöglichkeiten und dem Druck gesetzlicher Regelungen andererseits, lautet ein Fazit. (rk)