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Reciprocity between business and people, are important in a changing global context where the individual is empowered and big business often seen as exploitative, yet business is a vital part in creating wealth for people and societies. A social contract that sets the boundaries between the parties, is one way to create equilibrium, more so in emerging economies where society needs investment, yet was often exploited in the past. The credit crunch has increased the need for reciprocity.
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