In the shadow cast by recent corporate scandals, Gunther (The House That Roone Built
) provides a reason to hope for something better from big business. Gunther, a senior writer at Fortune
magazine, postulates that "a growing number of big corporations now believe that doing good is good business, and they are acting accordingly." To prove the point, he profiles companies and leaders who wear their values on their sleeves. Gunther's journalistic skills sparkle, and his book is at its best as he relates the history of these corporations, splashing the accounts with facts and colorful anecdotes. For example, the reader witnesses Starbucks' commitment to quality at a professional coffee tasting and sees that Southwest Airlines remains a desirable place to work because it received 243,657 résumés while hiring 5,042 new employees in 2002. The author's background also gives him a realistic perspective on whether the majority of companies will choose principles over profit: "The market will eventually settle the debate." Socially conservative readers may feel that Gunther's definition of moral business practice sounds much like modern liberal social dogma, with virtue assigned to government regulation, environmental activism and companies that provide domestic-partner benefits. (Raspberries go to Wal-Mart and to SUV manufacturers.) Still, the book is packed with compelling stories, and it offers a much-needed, balanced look at the well-intentioned side of corporate America. (Oct. 12)
