Rejuvenating Wal-Mart's reputation

Wal-Mart, the world's largest retailer, was named by Fortune as the “most admired company in America” for the years 2003 and 2004. However, these and other accolades have not quieted a chorus of critics, including organized labor, feminists, human rights activists, environmentalists, local businesses, and antisprawl activists, all of whom revile the retail giant for its business practices, resulting in a growing negative consumer perception of Wal-Mart's corporate citizenship. Wal-Mart has instituted a comprehensive nonmarket strategy to counter this criticism, employing a proactive combination of social, political, and legal strategies to manage a contentious environment that could threaten its future growth and financial success.