What arguments might the ceo use to persuade the board that, Dissertation

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What arguments might the ceo use to persuade the board that

The CEO of a chain of pizza restaurants is interested in initiating a program of corporate social responsibility to be funded by a 5% levy on the company's operating profit.

The board of directors, fearing a negative shareholder reaction, is opposed to the plan.

What arguments might the CEO use to persuade the board that CSR might be in the interests of shareholders, and what types of CSR initiatives might the program include to ensure that this is the case?

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