Doubt usually comes along when companies talk very proudly how socially responsible they are, but Nike's decision to publish its entire list of contract suppliers on the Internet is harder to ignore. Nike's move opens a new front in companies' efforts to face their critics. As Nike states in its latest corporate responsibility report, it is often hard to confirm exactly what is happening at about 800 factories that make its footwear and clothing under contract, many of which are remote. Nike is hoping other companies will publish their factory lists, too. Hannah Jones, Nike's vice - president for corporate responsibility, says Nike would like to see the best - run contract factories using their social position as suppliers to the big brands to try to get more work. Nike's approach moves corporate responsibility into its third age. The first age was corporate philanthropy - companies donating money to various community projects. The $170,   000,000 that Wal - Mart gave in charitable donations last year is a good example. Of course, some critics oppose even this form of corporate generosity , arguing that companies should concentrate on making profits, leaving it to shareholders to decide what charitable donations to make. Corporate responsibility's second age was reputation management and risk avoidance. Second - age corporate responsibility supporters believe agreement with the wider community can warn a company of future risks in advance. Nike is now trying to go a stage further. The company says it sees corporate responsibility as a way of improving its performance rather than just protecting its reputation. Factories which ensure that workers are registered  for social - security benefits often become more productive as a result. Attention to one aspect of staff management often leads to improvement in others. If other companies publish supplier lists, they can together work out common standards, Nike says. At present, different companies have different standards, which make life difficult for the many factories that produce for more than one brand. If other companies published suppliers' locations, they could work out common standards and save money by relying on one another's checks. What effect could Nike's action have on its contract suppliers?
Their managers will win promotion they desire. They will get donations from big brands easily. There's no need for their factories to be checked. They may have more opportunities to make money.