CORPORATE REPUTATION Does Being Ethical Pay?
Companies spend huge amounts of money to be 'socially responsible.' Do consumers reward them for it? And how much?
By Remi Trudel and June Cotte

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INNOVATION Shape of Things to Come
How Apple's trademark for its iPod protects its brand—and offers lessons for other companies on how to leverage their intellectual property
By David Orozco and James Conley

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TECHNOLOGY Open-Source Software: How the Stock Market Views It
By Oliver Alexy

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STRATEGY All for One
Should a company join a multipartner alliance? Here are the questions to ask.
By Dovev Lavie, Christoph Lechner and Harbir Singh

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GLOBAL BUSINESS Making It in China
By Andrew R. Thomas, Timothy J. Wilkinson and Jon M. Hawes

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EXECUTIVE BRIEFING A New Approach for Airlines
An interview with Thomas A. Kochan

MARKETING United We May Stand
In their first incarnation, group buying services failed. A similar concept in China offers lessons in how to do it right.
By Christopher S. Tang

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ORGANIZATION Four Strategies for Offshore 'Captive' Centers
By Ilan Oshri, Julia Kotlarsky and Chun-Ming Liew

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