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Corporate social responsibility is an investment in the future: Markus Conrad, Tchibo chairman

Large German companies who rely heavily on commodities are learning the best long-term strategy for maintaining quality and keeping prices stable is to promote good corporate social responsibility. Coffee retailer and cafe chain Tchibo sources mostly from farms that are socially and environmentally responsible. Markus Conrad, Tchibo’s chairman and an INSEAD alum, explains how this works.

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