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Technology for Improving the Image of Business



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Technology for Improving the Image of Business William C Norris Chairman and Chief Executive Officer Control Data Corporation Seventh in a series of perspectives on employing technology to solve the pressing problems of society No 7 July 1978 The 1970 s may be remembered as the decade when mounting evidence made it impossible to ignore potential disasters in the areas of energy food natural resources education and other concerns of worldwide dimension Possibly it could also be the decade that will be remembered as the time when appropriate tools were resolutely put to work to solve those serious problems Technology is one word for those tools In this series of papers William C Norris chairman of Control Data reflects on how to find develop and apply technology and its many implications in our society Technology for Improving the Image of Business William C Norris Chairman and Chief Executive Officer Control Data Corporation This address was given at a seminar organized by The Minnesota Project on Corporate Responsibility at The Spring Hill Conference Center Long Lake Minnesota on November 16 1977 A current issue of great importance to business is that of improving its public image There has been a growing awareness among business executives during the past ten years of the seriousness of the adverse public opinion of business Programs have been launched to improve it but favorable results are not widely discernible It is appropriate here to look at the public s perception of business and what business has been doing to improve its public image Proposals will be made describing more effective approaches business can make to enhance its standing PUBLIC PERCEPTION There are too many people who believe to one degree or another that business is predatory rapacious and indifferent to societal needs In other words that it will do most anything for a buck Overstated Not much A growing body of literature and my own experience support that conclusion For example whenever an



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