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TheSecretsof TheHistoryofAuto CorporateSocial Tulip MysteriousExtinctionofthe Monkeys DecisionmakingandHappiness决策论与...................................................................37ANewIceAge新世 TwinStudy：Twoofakind双胞胎研 海滩Bondi TraditionalFarmingSystemin TheAccidental Eco-ResortManagement Bluefooted The Ancient Rainwater 塑料的发展史Developmentofstic from ThePowerofAWanttodeviseanewformofalternativemedicine?NOproblem.Hereistherecipe.Bewarm,sympathetic,reassuringandenthusiastic.Yourtreatmentshouldinvolvephysicalcontact,andeachsessionwithyourpatientsshouldlastatleasthalfanhour.Encourageyourpatientstotakeanactivepartintheirtreatmentandunderstandhowtheirdisordersrelatetotherestoftheirlives.lthemthattheirownbodiespossessthetruepowertoheal.Makethempayyououtoftheirownpockets.Describeyourtreatmentinfamiliarwords,butembroideredwithahintofmysticism:energyfields,energyflows,energyblocks,meridians,s,auras,rhythmsandthelike.Refertotheknowledgeofanearlierage:wisdomcarelesslysweptasidebytheriseandriseofblind,mechanisticscience.Oh,comeoffit,youaresayingsomethinginventedoffthetopofyourheadcouldnotpossiblywork,couldit?BWellyes,itcould-andoftenwellenoughtoearnyoualiving.Agoodlivingifyouaresufficientlyconvincing,or,betterstill,reallybelieveinyourtherapy.Manyillnessesgetbetterontheirown,soifyouareluckyandadministeryourtreatmentatjusttherighttimeyouwillgetthecredit.Butthat'sonlypartofit.Someoftheimprovementreallywouldbedowntoyou.Yourhealingpowerwouldbethe eofaparadoxicalthatconventionalmedicinerecognizesbutremainsoddlyambivalentabout:theceboeffect.Ccebosaretreatmentsthathavenodirecteffectonthebody,yetstillworkbecausethepatienthasfaithintheirpowertoheal.Mostoftenthetermreferstoadummypill,butitappliesjustasmuchtoanydeviceorprocedure,fromastickingstertoacrystaltoanoperation.Theexistenceoftheceboeffectimpliesthatevenquackerymayconferrealbenefits,whichiswhyanymentionofceboisatouchysubjectformanypractitionersofcomplementaryandalternativemedicine,whoarelikelytoregarditastantamounttoachargeofcharlatanism.Infact,theceboeffectisapowerfulpartofallmedicalcare,orthodoxorotherwise,thoughitsroleisoftenneglectedormisunderstood.DOneofthegreatstrengthsofCAMmaybeitspractioners’skillindeployingtheceboeffect plishrealhealing.“Complementarypractitionersare betteratproducingnon-specificeffectsandgoodtherapeuticrelationships.”saysEdzardErnst,professorofCAMatExeterUniversity.ThequestioniswhetherCAMcouldbeintegratedintoconventionalmedicine,assomewouldlike,withoutlosingmuchofthispower.EAtonelevel,itshouldcomeasnosurprisethatourstateofmindcaninfluenceourphysiology:angeropensthesuperficialbloodvesselsoftheface;sadnesspumpsthetearglands.Butexactlyhowcebosworktheirmedicalmagicisstilllargelyunknown.Mostofthescantresearchdonesofarhasfocusedonthecontrolofpain,becauseit'soneofthecommonestcomintslendsitselftoexperimentalstudy.Here,attentionhasturnedtotheendorphin,morphine-likeneurochemicalsknowntohelpcontrolpain.FButexactlyhowcebosworktheirmedicalmagicisstilllargelyunknown.Mostofthescantresearchtodatehasfocusedonthecontrolofpain,becauseit'soneofthecommonestcomintsandlendsitselftoexperimentalstudy.Here,attentionhasturnedtotheendorphin,naturalcounterpartsofmorphinethatareknowntohelpcontrolpain.“Anyoftheneurochemicalsinvolvedintransmittingpainimpulsesormodulatingthemmightalsobeinvolvedingeneratingtheceboresponse,”saysDonPrice,anoralsurgeonattheUniversityofFloridawhostudiestheceboeffectindentalpain.G“Butendorphinsarestilloutinfront?”thatcasehasbeenstrengthenedbytherecentworkFabrizioBenedettioftheUniversityofTurin,whoshowedthattheceboeffectcanbeabolishedbyadrug,naloxone,whichblockstheeffectsofendorphins.Benedettiinducedpaininhumanvolunteersbyinflatingablood-pressurecuffontheforearm.Hedidthisseveraltimesadayforseveraldays,usingmorphineeachtimetocontrolthepain.Onthefinalday,withoutsayinganything,herecedthemorphinewithasalinesolution.Thisstillrelievedthesubjects’pain:aceboeffect.ButwhenheaddednaloxonetothesalinethepainreliefDisappeared.Herewasdirectproofthatcebogesiaismediated,atleastinpart,bythesenaturalHStill,nooneknowshowbelieftriggersendorphinrelease,orwhymostpeoplecan’tachievecebopainreliefsimplybywillingit.Thoughscientistsdon’tknowexactlyhowceboswork,theyhaveaccumulatedafairbitofknowledgeabouthowtotriggertheeffect.ALondonrheumatologistfound,forexample,thatreddummycapsulesmademoreeffectivepainkillersthanblue,greenoryellowones.ResearchonAmericanstudentsrevealedthatbluepillsmakebettersedativesthanpink,acolourmoresuitableforstimulants.Evenbrandingcanmakeadifference:ifAsproorTylenolarewhatyouliketotakeforaheadache,theirchemicallyidenticalgenericequivalentsmaybelesseffective.IItmatters,too,howthetreatmentisdelivered.Decadesago,whenthemajortranquilliserchlorpromazinewasbeingintroduced,adoctorinKansascategorisedhiscolleaguesaccordingtowhethertheywerekeenonit,openlyskepticalofitsbenefits,ortooka“let'stryandsee”attitude.Hisconclusion:themoreenthusiasticthedoctor,thebetterthedrugperformed.AndthisyearErnstsurveyedpublishedstudiesthatcompareddoctors’bedsidemanners.Thestudiesturneduponeconsistentfinding:“Physicianswhoadoptawarm,friendlyandreassuringmanner,”hereported,“aremoreeffectivethanthosewhoseconsultationsareformalanddonotofferreassurance.”GWarm,friendlyandreassuringarepreciselyCAM’sstrongsuits,ofcourse.Manyoftheingredientsofthatopeningrecipe-thephysicalcontact,thegenerousswathesoftime,thestronghintsofsupernormalhealingpowerarejustthekindofthinglikelytoimpresspatients.It'shardlysurprising,then,thatcomplementarypractitionersaregenerallybestatmobilisingtheceboeffect,saysArthurKleinman,professorofsocialanthropologyatHarvardUniversity.Usetheinformationinthepassagetomatchthedeed(listedA-H)withpeopleAshouldeasilybeBshouldimprovebyCAshouldeasilybeBshouldimprovebyCshouldnotinvolveanyDoughttolastaminimumlenghthofEneedstobetreatedattherightFshouldgivemoreGcanearnvaluableHdonotrelyonanyspecificAnalternativepractitionerwhohasfaithinwhatheTheillnessofpatientsconvincedofalternativeChoosethecorrect,letter,A,B,CorInthefifthparagraph,thewriterusestheexampleofangerandsadnesstoillustrateApeople'sfeelingcouldaffecttheirphysicalBscientistsdon’tunderstandhowthemindinfluencestheCresearchontheceboeffectisveryDhowceboachievesitseffectisyettobeResearchonpaincontrolattractsmostoftheattentionAscientistshavediscoveredthatendorphinscanhelpreduceBonlyalimitednumberofresearchersgainrelevantCpainreducingagentsmightalsobeinvolvedinceboDpatientsoftenexperiencepainandliketocominaboutAtheyarewidelyusedtoregulateBtheycanbeproducedbywillfulCtheycanbeneutralizedbyintroducingDtheirpain-relievingeffectsdonotlastlongNOTIfthestatementagreeswiththeNOTIfthestatementagreeswiththeIfthereisnoinformationonThereisenoughinformationforscientiststofullyunderstandtheceboALondonbasedresearcherdiscoveredthatredpillsshouldbetakenoffthePeople'spreferenceonbrandswouldalsohaveeffectontheirMedicaldoctorshavearangeofviewsofthenewlyintroduceddrugofAlternativepractitionersareseldomknownforapplyingceboAGBHFADCNOTTheSecretsofCialdini’stowelexperiments(moreofthemlater),arepartofhisresearchintohowwepersuadeotherstosayyes.Hewantstoknowwhysomepeoplehaveaknackforbendingthewillofothers,isitaephonecold-callertalkingtoyouabouttimeshares,oraparentwhosechildrenarecompliantevenwithoutthreatsofextreme.Whilehe’sanxiousnottobeseenasthemanwho’swrittenthebibleforsnake-oilsalesmen,fordecadestheArizonaStateUniversitysocialpsychologyprofessorhasbeencreatingsystemsfortheprinciplesandmethodsofpersuasion,andwritingbestsellersaboutthem.Somepeopleseemtobebornwiththeskills,Cialdini’sclaimisthatbyapplyingalittlescience,eventhoseofuswhoaren'tshouldbeabletogetourownwaymoreoften.“AllmylifeI’vebeenaneasymarkfortheblandishmentofsalespeopleandfundraisersandI'dalwayswonderedwhytheycouldgetmetobuythingsIdidn'twantandgivetocausesIhadn'theardof”,saysCialdini,onthephonefromLondon,whereheisplugginghislatestbook.Hefoundthatlaboratoryexperimentsonthepsychologyofpersuasionwerelingonlypartofthestory,sohebegantoresearchinfluenceintherealworld,enrollinginsales-trainingprogrammes:“Ilearnthowtosellautosfromalot,howtosellinsurancefromanoffice,howtosellencyclopediasdoortodoor”.Heconcludedthereweresixgeneral“principlesofinfluence”andhassinceputthemtothetestunderslightlymorescientificconditions.Mostrecently,thathasmeantmessingaboutwithtowels.Manyhosleavealittlecardineachbathroomaskinggueststoreusetowelsandthusconservewaterandelectricityandreducepollution.Cialdiniandhiscolleagueswantedtotesttherelativeeffectivenessofdifferentwordsonthosecards.Wouldguestsbemotivatedtoco-operatesimplybecauseitwouldhelpsavethenet,orwereotherfactorsmorecompelling?Totestthis,theresearcherschangedthecard’smessagefromanenvironmentalonetothesimple(andtruthful)statementthatthemajorityofguestsatthehohadreusedtheirtowelatleastonce.Guestsgiventhismessagewere26%morelikelytoreusetheirtowelsthanthosegiventheoldmessage.Somuchfortowels.Cialdinihasalsolearntalotfromconfectionery.Yes!CitestheworkNewJerseybehaviouralscientistDavidStrohmetz,whowantedtoseehowrestaurantpatronswouldrespondtoaridiculouslysmallfavourfromtheirfoodserver,intheformofanafter-dinnerchocolateforeachdiner.Thesecret,itseems,isinhowyougivethechocolate.Whenthechocolatesarrivedinaheapwiththebill.tipswentupamiserly3%comparedtowhennochocolatewasgiven.Butwhenthechocolatesweredroppedindividuallyinfrontofeachdiner,tipswentup14%.Thescientificbreakthrough,though,camewhenthewaitressgaveeachdineronechocolate,headedawayfromthetablethendoubledbacktogivethemonemoreeach,asifsuchgenerosityhadonlyjustoccurredtoher.Tipswentup23%.Thisis“reciprocity”inaction:wewanttoreturnfavoursdonetous,oftenwithoutbotheringtocalculatetherelativevalueofwhatisbeingreceivedandgiven.DGeelingNg,operationsmanageratAucldand’sSoulBar,saysshe’sneverheardofKiwiwaitingstaffusingsuchacynicaltrick,notleastbecauseNewZealandtipcultureissodifferentfromthatoftheUS:“IfyoudidthatinNewZealand,asdinerswereleavingthey’dsaycanwehavesomemore?”Butshecertainlyunderstandsthegeneralprincipleofreciprocity.Thewaytoadiner’sheartis“togivethemsomethingthey’renotexpectinginthewayofservice”.Itmightbesomethingassmallasleavingamintontheirte,oritmightberememberingthatlasttimetheywereintheywantedtheirwaterwithnoiceandnolemon.“InAmericaitwouldtranslateintoaninstanttip.InNewZealandittranslatesintoahugesandthankyou.”Andnodoubt,returnvisits.EReciprocity:Peoplewanttogivebacktothosewhohavegiventothem.Thetrickhereistoinfirst.That’swhycharitiesputacrummypeninsideamailout,andwhysmilingwomeninsupermarketshandoutdollopsoffood.Scarcity:Peoplewantmoreofthingstheycanhavelessof.Advertisersruthlesslyexploitscarcity(“limitfourpercustomer”,“salemustendsoon”),andCialdinisuggestsparentsdotoo:“Kidswantthingsthatarelessavailable,sosay‘thisisanunusualopportunity,youcanonlyhavethisforacertaintime’.”Authority:Wetrustpeoplewhoknowwhatthey’retalkingabout.Soinformpeoplehonestlyofyourcredentialsbeforeyousetouttoinfluencethem.“You’dbesurprisedhowmanypeoplefailtodothat,”saysCialdini.“Theyfeelit’simpolitetotalkabouttheirexpertise.”Inonestudy,theswhosepatientswouldn’tdotheirexerciseswereadvisedtodisytheirqualificationsProminently.Theydid,andexperiencedanimmediateleapinpatientCommitment/consistency:Wewanttoactinawaythatisconsistentwiththecommitmentswehavealreadymade.Exploitthistogetahighersign-upratewhensolicitingcharitabledonations.Firstaskworkmatesiftheythinktheywillsponsoryouonyouregg-and-spoonmarathon.LatexreturnwiththesponsorshipformtothosewhosaidyesandremindthemoftheirearlierLiking：Wesayyesmoreoftentopeoplewelike.Obviousenough,butreasonsfor“liking”canbeweird.Inonestudy,peopleweresentsurveyformsandaskedtoreturnthemtoanamedresearcher.Whentheresearchergaveafakenameresemblingthatofthesubject(e.g,CynthiaJohnsonissentasurveyby“CindyJohansen”),surveysweretwiceaslikelytobecompleted.Wefavourpeoplewhoresembleus,eveniftheresemblanceisasminorasthesoundoftheirname.Socialproof:“Wedecidewhattodobylookingaroundtoseewhatothersjustlikeusareng.Usefulforparents,saysCialdini.“Findgroupsofchildrenwhoarebehavinginawaythatyouwouldlikeyourchildto,becausethechildlookstotheside,ratherthanatyou.”Moreperniciously,socialproofistheunderpinningthecompetitivematerialismof“keeupwiththeJoneses”. ifthestatementagreeswiththe ifthestatementcontradictswith ifthestatementagreeswiththe ifthestatementcontradictswiththeNOT ifthereisnoinformationonRobertCialdiniexperienced“principlesofpersuasion”atPrincipleofpersuasionhasdifferenttypesinthetwodifferentInNewZealand,peopletendtogivetipstoattendantsafterbeingservedaEldergenerationofNewZealandiseasilyattractedbyextraserviceofrestaurantsbyprincipleofreciprocity.Choosethecorrectletter,A,B,CorAHisinterestslyinginacademicBHismotivationofresearchingsecreteofCHisidentityofprofessormadehimeasilyentretheDThiscourserelatedtothetowelexperimenthecarriedWhichofthefollowingisNOTTRUEaboutRobertAHeisanacademicpsychologistinBHeisarepresentativeofsaponaceousCHeparticipatedinasaletrainingDHecarriedouttowelexperimentwithWhichofthefollowingsisCORRECTaccordingtotowelexperimentintheATheexperimentinspiredfrombookofScienceofCCustomersbehavemoreecologicallyafterrenewedDHosleavecardsaskinggueststoswitchoffWhichofthefollowingsisCORRECTaccordingtothecandyshopexperimentintheAPresentingwayaffectsdiner’sBRegularcustomergivestipsmorethanCPeoplegivetipsonlywhenofferedDChocolatewithbillgothigherAfancyBpreviousCcynicalDunusualEcompellingFbadAfancyBpreviousCcynicalDunusualEcompellingFbadGrelativeIsimilarnameChocolateexperimentsuggestedthatpeoplewon’tassessthe betweenobtainingandParentsuse“Reciprocityprinciple”topersuadetheirchildrenthat‘itisa/an Expertwon’tshowtheirasitmightbeconsideredas toshowYoucanremindthoseoffurtherundertakingtheir iftheysaidyestoyourcharity betweensurveyorganizerandintervieweewouldhelpsurveytobedoneinapositiveTheSecretsofNOTNOTBBBAGDFBITheHistoryof AThehistoryoftheauto beginsasearlyas1769,withthecreationof autoscapableofhumantransport.In1806,thefirstcarspoweredbyaninternalcombustionenginerunningonfuelgasappeared,whichledtotheintroductionin1885oftheubiquitousmodernpetrol-fueledinternalcombustionengine.BItisgenerallyacknowledgedthatthefirstreallypracticalauto swithpetrolorgasoline-poweredinternalcombustionengineswe’recompletedalmostsimultaneouslybyseveralGermaninventorsworkingindependently:KarlBenzbuilthisfirstautoin1885inMannheim.Benzwasgrantedapatentforhisautoon29January1886,andbeganthefirstproductionofautosintheearlyfactoryheowned,thelaterMercedes-Benz,afterBerthaBenz,hiswife,hadproved---withthefirstlong---distancetripinAugust1888,fromMannheimtoPforzheimandback---thatthehorselesscoachwasabsoluysuitablefordailyuse.CAtthebeginningofthecenturytheauto enteredthetransportationmarketfortherich.Thedriversofthedaywereanadventurouslot,goingoutineverykindofweather,unprotectedbyanenclosedbody,orevenaconvertibletop.Everyoneintownknewwhoownedwhatcarandthecarsweresoonto eeachindividual’sstatus.However,itbecameincreasinglypopularamongthegeneralpopulationbecauseitgavetravelersthedomtotravelwhentheywantedtoandwheretheywanted.DTheassemblylinestyleofmassproductionandinterchangeablepartshadbeenpioneeredintheU.S.ThiswasfacilitatedbyHenryFord1914whodidtwoimportantthings.Firsthepricedhiscartobeasaffordableaspossibleandsecond,hepaidhisworkersenoughtobeabletopurchasethecarstheyweremanufacturing.Asaresult,inNorthAmericaandEuropetheautobecamecheaperandmoreaccessibletothemiddleclass.Thislarge-scale,production-linemanufacturingofaffordableautoswasdebutedFord’scarscameoffthelineinfifteenminuteintervals,muchfasterthanpreviousmethods,increasingproductivityeightfold(requiring12.5man-hoursbefore,1hour33minutesafter),whileusinglessmanpower.Ford’scomplexsafetyprocedures—especiallyassigningeachworkertoaspecificlocationinsteadofallowingthemtoroamabout—dramaticallyreducedtherateofinjury.Theassemblylinedworkerstoworkatacertainpacewithveryrepetitivemotionswhichledtomoreoutputperworkerwhileothercountrieswereusinglessproductivemethods.ETheoriginalJeepvehiclethatfirstappearedastheprototypeBantamBRCbecametheprimarylight4-wheel-drivevehicleoftheUnitedStatesArmyandAlliesandmadeahugeleapinsaleduringWorldWarTwo,aswellasthepostwarperiod.ManyJeepvariantsservingsimilarmilitaryandcivilianroleshavesincebeencreatedinothernations.FThroughoutthe1950s,enginepowerandvehiclespeedsrose,designsbecamemoreintegratedandartful,andcarsspreadacrosstheworld.Themarketchangedsomewhatinthe1960s,asDetroitbegantoworryaboutforeigncompetition,theEuropeanmakersadoptedeverhighertechnology,andJapanappearedasaseriouscar-producingnation.GeneralMotors,Chrysler,andFordtriedradicalsmallcars,liketheGMA-bodies,buthadlittleSuccess.CaptiveimportsandbadgeengineeringsweptthroughtheUSandUKasamalgamatedgroupsliketheBritishMotorCorporationconsolidatedthemarket.BMC’srevolutionaryspace-savingMini,whichfirstappearedin1959,capturedlargesalesworldwide.ThetrendforcorporateconsolidationreachedItalyasnichemakerslikeMaserati,Ferrari,andLanciawereacquiredbylargercompanies.Bytheendofthedecade,thenumberofautomarqueshadbeengreatlyreduced.(ThistestisofferedbyIELTSbreakupmaster, GInAmerica,performancebecameaprimefocusofmarketing,exemplifiedbyponycarsandmusclecars.Buteverythingchangedinthe1970sasthe1973oilcrisis,autoemissionscontrolrules,JapaneseandEuropeanimports,andstagnantinnovationwreakedhavocontheAmericanindustry.Thoughsomewhatironically,full-sizesedansstagedamajorcomebackintheyearsbetweentheenergycrisis,withmakessuchasCadillacandLincolnstagingtheirbestsalesyearseverinthelate70s.SmallperformancecarsfromBMW,Toyota,andNissantooktheceofbig-enginedcarsfromAmericaandItaly.HOnthetechnologyfront,thebiggestdevelopmentsinPost-warerawerethewidespreaduseofindependentsuspensions，widerapplicationoffuelinjection,andanincreasingfocusonsafetyinthedesignofauto .Thehottestofthe1960swereNSU’s“Wankelengine”，thegasturbine,andtheturbocharger.Ofthese,onlythelast,pioneeredbyGeneralMotorsbutpopularizedbyBMWandSaab,wastoseewidespreaduse.Mazdahadmuchsuccesswithits“Rotary”enginewhich,however,acquiredareputationasapollutinggas-guzzler.OtherWankellicensees,includingMercedes-BenzandGeneralMotors,neverputtheirdesignsintoproductionafterthe1973oilcrisis.(Mazda’shydrogen-fuelledsuccessorwaslatertodemonstratepotentialasan“ultimateeco-car”.)RoverandChryslerbothproducedexperimentalgasturbinecarstonoIThemodernerahasalsoseenrapidlyrisingfuelefficiencyandengineoutput.Oncetheautoemissionsconcernsofthe1970swereconqueredwithcomputerisedenginemanagementsystems,powerbegantoriserapidly.Inthe1980s,apowerfulsportscarmighthaveproduced200horsepower(150KW)—just20yearslater,averagepassengercarshaveenginesthatpowerful,andsomeperformancemodelsofferthreetimesasmuchpower.JMostauto sinusetodayarepropelledbyaninternalcombustionengine,fueledbygasolineordiesel.Bothfuelsareknowntocauseairpollutionandarealsoblamedforcontributingtoclimatechangeandglobalwarming.Rapidlyincreasingoilprices,concernsaboutoildependence,tighteningenvironmentallawsandrestrictionsongreenhousegasemissionsarepropellingworkonalternativepowersystemsforautos.Effortstoimproveorreceexistingincludethedevelopmentofhybridvehicles,plug-inelectricvehiclesandhydrogenvehicles.Vehiclesusingalternativefuelssuchasethanolflexible-fuelvehiclesandnaturalgasvehiclesarealsogainingpopularityinsomecountries.Lookatthefollowingstatementsandthelistofautocompaniesorcartypesintheboxbelong:Matcheachstatementwiththecorrect ThetypeofautohasthehighestprevalenceinPost-warThethatproducestheindustrializedcarsthatconsumerscanTheexampleofautowhoseinteriorroomutilizationis whichbeganthefirstmanufactureofautoATheFord(American,Henry EBTheBMC’sATheFord(American,Henry EBTheBMC’s FCCadillacandLincoln DMercedes-Benz HMaserati,Ferrari,andAnswerthequestionsChooseNOMORETHANTHREEWORDSAND/ORANUMBERfromthepassageforeachWhatisacommonfeatureofmoderncars’enginetypesincelate19thInthepast,whatdidtherichtakeowingacarHowlongdidFord’spipelinelinetaketoproduceaWhat’sthenegativetermthepublicusewhentheymentionedtheWankelengineofWhathistoricalevent estheturningpointthatJapanesecarsgrabbedthemarketsharethatusedtobelongtoAmericancars?WhatshotupwiththeapplicationofenginemanagementWhatresourcetheautosuseisresponsibletothepollutionandglobalChoosethecorrectletterA,B,CorWhatisthemainideaofthisAThefollowupdevelopmentoftheFord’smassproductionassemblyBThecomparisonofAmericanautosandotherimportedCThehistoricaldevelopmentandinnovationincarDThehistoryofhumanandtheAutoTheHistoryofAutoGABDC93TheoilfuelBReadingpassage3hassevenparagraphs,A-ListofAninitiativeofCSRevenwithoutfinancialListofAninitiativeofCSRevenwithoutfinancialLackofactionbythestateofsocialDrivesorpressurestotakeCSRintoTheconsequencesufferedbycompaniesthatfailedtoanticipate socialCompaniesapplyingCSRshouldbeThemoralappeal---arguingthatcompanieshaveadutytobegoodcitizensandto“dotherightthing”---isprominentinthegoalofBusinessforSocialResponsibility,theleadingnonprofitCSRbusinessassociationintheUnitedStates.AAnexcellentdefinitionwasdevelopedinthe1980s‘‘Meetingtheneedsofthepresentwithoutcompromisingtheabilityoffuturegenerationstomeettheirownneeds.”Thenotionoflicensetooperatederivesfromthefactthateveryneedstacitorexplicitpermissionfromernments,communities,andnumerousotherstakeholderstodobusiness.Finally,reputationisusedbymanycompaniestojustifyCSRinitiativesonthegroundsthattheywillimprove’simage,strengthenitsbrand，enlivenmorale,andevenraisetheValueofitsBToadvanceCSR,wemustrootitinabroadunderstandingoftheinterrelationshipbetweenacorporationandsociety.Tosaybroadlythatbusinessandsocietyneedeachothermightseemlikeacliché,butitisalsothebasictruththatwillpullcompaniesoutofthemuddlethattheircurrentcorporate-responsibilitythinkinghascreated.Successfulcorporationsneedahealthysociety.Education,healthcare,andequalopportunityareessentialtoaproductiveworkSafeproductsandworkingconditionsnotonlyattractcustomersbutlowertheinternalcostsofaccidents.Efficientutilizationofland,water,energy,andothernaturalresourcesmakesbusinessmoreproductive.Goodernment,theruleofJaw,andpropertyrightsareessentialforefficiencyandinnovation.Anybusinessthatpursuesitsendsattheexpenseofthesocietyinwhichitoperateswillfinditssuccesstobeillusoryandultimaytemporary.Atthesametime,ahealthsocietyneedssuccessfulcompanies.Nosocialprogramcanrivalthebusinesssectorwhenitcomestocreatingthejobs,wealth,andinnovationthatimprovestandardsoflivingandsocialconditionsovertime.C ’simpactonsociet sovertime,associalstandarsevolveprogresses.Asbestos,nowunderstoodasaserioushealthrisk,wasthoughttobesafeintheearly1900s,giventhescientificknowledgethenavailable.Evidenceofitsrisksgraduallymountedformorethan50yearsbeforeany washeldliablefortheharmsitcancause.anyfirmsthatfailedtoanticipatetheconsequencesofthisevolvingbodyofresearchhavebeenbankruptbytheresults.Nolongercancompaniesbecontenttomonitoronlytheobvioussocialimpactsoftoday.Withoutacarefulprocessforidentifyingevolvingsocialeffectsoftomorrow,firmsmayrisktheirverysurvival.DNobusinesscansolveallofsociety’sproblemsorbearthecostofngso.Instead,mustselectissuesttitrstititsparticularbusiness.Corporatisarenotresponsibleforalltheworld'sproblems,nordotheyhavetheresourcestosolvethemall.Eachcanidentifytheparticularsetofsocietalproblemsthatitisbestequippedtohelpresolveandfromwhichitcangainthegreatestcompetitivebenefit.Addressingsocialissuesbycreatingsharedvaluewillleadtoself-sustainingsolutionsthatdonotdependo