Abstract
The article explores the nature of corporate citizenship and its relevance for corporate managers and academic researchers. An empirical investigation was conducted with 300 managers constituting the sample size. The study, which makes use of Pearson product-moment correlation coefficient and t-statistics, examines whether components of an organization's culture affect the level of commitment to corporate citizenship and whether corporate citizenship is conducive to business benefits. Survey results suggest that market-oriented cultures as well as humanistic cultures lead to proactive corporate citizenship, which in turn is associated with improved levels of employee commitment, customer loyalty and business both in terms of internal and external marketing. JORIND Vol. 5 (1) 2007: pp. 1-6
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