A second major responsibility of the corporate citizen is how they can show their accountability. It is not enough for them to show assertion (Hall, 2011). They have to show that they follow up with their assertions. In the global economic environment, there are multi sector alliances such as the Global Reporting Initiative GRI that works on presenting guidelines for transparency and accountability. Companies can make use of these guidelines to show what they have done with respect to sustainability.
The final responsibility for the corporate citizen is to shun the paternalistic attitude that was adopted before when it came to sustainability initiatives. In the past, most of the sustainability initiatives were driven by the management viewpoint. There was less engagement with the actual stakeholders. In a global context, it would be increasingly difficult for the corporate citizenship focused company to assess the needs. Partnership, collaborations and strategic alliances are needed between company and stakeholder. The old paradigm was mostly one way. Corporate obligation and discretion was in the control of the corporation only. In the newer corporate citizenship context, strategic partners and newer business dialogues are made use of. This makes the corporate citizenship responsibilities geared to meet the needs of stakeholders
Singapore Airlines is the company selected. Singapore Airlines is a company reputed for its quality and is a state-owned company (Aras & Crowther, 2009). The company’s growth since the 1980s has been immense. As of current times, it also has links with international carriers like Lufthansa and Air Canada (Mirvis, 2011). The sustainability strategy of SIA demonstrated in their recent annual sustainability report indicates that there are two main elements. One is their sustainability organizational structure and the second is their actual strategy. The strategy is stronger because the organizational structure is present for the same. The organizational structure includes a management committee, a sustainability strategic working committee and a public affairs department.