8 В оригинале (в англоязычном обиходе) употребим термин Enlightened Self-Interest, что по смыслу ближе к понятию коллективного интереса верхнего уровня, реализация которого отдельным субъектом, по существу, означает реализацию им его собственных эгоистических интересов. Таким образом, коллективный/групповой интерес - сбалансированная сумма интересов всех акторов некоего процесса /действия. В контексте социальной ответственности корпораций данный концепт порождает идею прямой (эгоистической) выгоды для бизнеса от реализации/учета интересов всех сторон и участников процесса корпоративной деятельности, включая, разумеется, целевые аудитории местных сообществ (в районах операционной деятельности корпораций). Отсутствие, к примеру, сопротивления на местах или, тем более, протеста со стороны «заинтересованных» местных сообществ вполне возможно представить в виде (не)упущенной выгоды и дополнительных нематериально выраженных преференций. В мировом пространстве корпоративной экономики данные основания до сих пор не утратили своей актуальности и по-прежнему являются мировоззренческим фундаментом для восприятия самого соотношения корпоративной выгоды и этики общего блага. Идеологической антитезой «просветленному эгоизму» и его этической инверсией является рожденный внутри объективистской философии Айн Рэнд концепт разумного эгоизма (Rational Selfishness), декларирующий в качестве единственно возможного основания для социальной справедливости и этической экономики незыблемую ценность личных интересов создателей благ/продуктов/ценностей, формирующих в итоге общественное благосостояние.
9 Bottom of the [Wealth] Pyramid - обширная часть населения мира (более 4 млрд чел., по некоторым оценкам) с минимальным уровнем благосостояния (прожиточный уровень не выше 2,50 долл. в день), формирующая практически невидимый и не освоенный специфический рынок товаров и услуг, доступ к которому для мировых корпораций ограничен рядом барьеров. Соответственно, представители этой обширной группы фактически исключены из современной культуры потребления (в особенности современных технологий и инноваций) и ограничены в доступе ко многим благам/ценностям, хотя вовлечены в цепочки их создания. По существующим оценкам, емкость рынка BoP в мире превышает 5 трлн долл. ежегодно (в терминах общей покупательной способности), что делает его привлекательным и многообещающим для крупных мировых компаний.
10 В буквальном переводе на русский язык Bottom of the Pyramid означает «дно пирамиды». В настоящей работе используется более свободный, но, как кажется автору, эмоционально более нейтральный/корректный вариант перевода - «основание пирамиды».
11 Имеется в виду предложенная в 1944 г. Карлом Поланьи концептуальная критика рыночного либерализма как основы общественно-экономического уклада так называемого «классического капитализма» конца XVIII-XIX вв. (Polanyi, Karl (1944) The Great transformation: The Political and Economic Origins of Our Time. Farrar & Rinehart. New York. 357 p.)
References
Appel, H. (2012) Offshore work: Oil, modularity, and the how of capitalism in Equatorial Guinea. American Ethnologist, Vol. 39(4), pp. 692-709.
Barrientos, S., and C. Dolan, eds. (2006) Ethical sourcing in the global food system. London: Earthscan.
Benson, P. (2012) Tobacco capitalism: Growers, migrant workers, and the changing face of global industry. Princeton: Princeton University Press.
Benson, P., and S. Kirsch, eds. (2010) Corporate oxymorons: Entry points into the ethnography of capitalism, Dialectical Anthropology, Vol. 34(1), pp. 45-48.
Berlan, A., and C. Dolan. (2014) Of red herrings and immutabilities: Rethinking fair trade's ethic of relationality among cocoa producers. In: M. Goodman and C. Sage, eds., Food
transgressions: Making sense of contemporary food politics. Aldershot, UK: Ashgate, pp. 39-60.
Blowfield, M., and C. Dolan. (2008) Stewards of virtue? The ethical dilemma of CSR in African agriculture, Development and Change, Vol. 39(1), pp. 1-23.
Blowfield, M., and C. Dolan. (2014) Bottom billion capitalism: The possibility and improbability of business as a development actor, Third World Quarterly Vol. 35(1), pp. 22-42.
Blowfield, M., and J. G. Frynas. (2005) Setting new agendas: Critical perspectives on corporate social responsibility in the developing world, International Affairs, Vol. 81, pp. 515524.
Carrier, J., and P. Luetchford, eds. (2012) Ethical Consumption: Social value and economic practice. Oxford: Berghahn.
Carroll, Archie B. (2008) A history of corporate social responsibility: Concepts and practices. In: A Crane, A. McWilliams, D. Matten, J. Moon, and D. Siegel, eds., The Oxford handbook of CSR, pp. 19-46. Oxford University Press.
Craig, D., and D. Porter. (2006) Development beyond neoliberalism: Governance, poverty reduction and political economy. London & New York: Routledge.
Cross, J. (2011) Detachment as a corporate ethic: Materializing CSR in the diamond supply chain. Focaal: Journal of Global and Historical Anthropology, Vol. 60, pp. 34-46.
Cross, J. (2014) The coming of the corporate gift. Theory, Culture, Society, Vol. 31, pp. 121145.
Cross, J., and Street, A. (2009) Anthropology at the bottom of the pyramid, Anthropology Today, Vol. 25(4), pp. 4-9.
De Neve, G. (2009) Power, inequality and corporate social responsibility: The politics of ethical compliance in the South Indian garment industry, Economic and Political Weekly, Vol. 44(22), pp. 63-72.
De Neve, G. (2014) Fordism, flexible specialisation and CSR: How Indian garment workers critique neoliberal labour regimes, Ethnography, Vol. 15(2), pp. 184-207.
De Neve, G., P. Luetchford, J. Pratt, and D. Wood, eds. (2008) Research in economic anthropology: Hidden hands in the market: Ethnographies of fair trade, ethical consumption and corporate social responsibility. Bingley: Emerald Group.
Dolan, C. (2009) Virtue at the checkout till: Salvation economics in Kenyan flower fields. In: K. Browne and L. Milgram, eds., Economics and morality: Anthropological approaches. Lanham, MD: Altamira Press, pp. 167-185.
Dolan, C. (2010) Virtual moralities: The mainstreaming of fairtrade in Kenyan tea fields, Geoforum, Vol. 41(1), pp. 33-43.
Dolan, C. (2011) Branding morality. In: M. Warrier, ed., The politics of fairtrade. London: Routledge, pp. 37-52.
Dolan, C., and Rajak, D. (2016) Forthcoming. Remaking Africa's informal economies: Youth, entrepreneurship and the promise of inclusion at the bottom of the pyramid, Journal of Development Studies, Vol. 52, Is. 4, pp. 514-529.
Dolan, C., and Rajak, D. (2016) Toward the anthropology of corporate social responsibility. The anthropology of corporate social responsibility, pp. 1-19. New-York - Oxford: Berghahn
Dolan, C., and K. Roll. (2013) Capital's new frontier: From "unusable" economies to bottom- of-the-pyramid markets in Africa, African Studies Review, Vol. 56 (3), pp. 123-146.
Dolan, C., and L. Scott. (2009) Lipstick evangelism: Avon trading circles and gender empowerment in South Africa, Gender and Development, Vol. 17 (2), pp. 203-218.
Dunn, E. (2005) Standards and person making in East Central Europe. In: A. Ong and S. Collier, eds., Global assemblages: Technology, politics, and ethics as anthropological problems. London: Blackwell, pp. 173-193.
Ecks, S. (2008) Global pharmaceutical markets and corporate citizenship: The case of Novartis' anti-cancer drug Glivec, Biosocieties, Vol. 3, pp. 165-181.
Elyachar, J. (2002) Empowerment money: The World Bank, non-govemmental organizations, and the value of culture in Egypt, Public Culture, Vol. 14 (30), pp. 493-513.
Elyachar, J. (2005) Markets of dispossession: NGOs, economic development, and the state in Cairo. Durham: Duke University Press.
Elyachar, J. (2012) Next practices: Knowledge, infrastructure, and public goods at the bottom of the pyramid, Public Culture, Vol. 24(1), pp. 109-129.
Ferguson, J. (1994 [1990]) The anti-politics machine: "Development," depoliticisation and bureaucratic power in Lesotho. Minneapolis: University of Minnesota Press.
Foster, R. (2008) Coca-globalization: Following soft drinks from New York to New Guinea. New York: Palgrave Macmillan.
Freidberg, S. (2007) Supermarkets and imperial knowledge, Cultural Geographies, Vol. 14(3), pp. 321-342.
Fridell, G. (2007) Fair-Trade Coffee and Commodity Fetishism: The Limits of Market-Driven Social Justiceby, Historical Materialism, Vol. 15(4), pp. 79-104.
Gardner, K. (2012) Discordant development: Global capitalism and the struggle for connection in Bangladesh. London: Pluto Press.
Garsten, C, and T. Hernes. (2009) Beyond CSR: Dilemmas and paradoxes of ethical conduct in transnational organizations. In: K. Browne and L. Milgram, eds., Economics and morality: Anthropological approaches. Lanham, MD: Altamira Press, pp. 189-210.
Garsten, C., and K. Jacobsson. (2007) Corporate globalization, civil society and postpolitical regulation: Whither democracy? Development Dialogue, Vol. 49, pp. 143-158.
Gilberthorpe, E. (2013) In the shadow of industry: A study of culturization in Papua New Guinea, Journal of the Royal Anthropological Institute, Vol. 19, pp. 261-278.
Gond, J.-P., and J. Moon. (2011) Corporate social responsibility in retrospect and prospect: Exploring the life-cycle of an essentially contested concept. Discussion paper 59-2011. Nottingham: International Centre for Corporate Social Responsibility.
Goodman, M., D. Goodman, and M. Redclift. (2010) Introduction: Situating consumption, space and place. In: M. Goodman, D. Goodman, and M. Redclift, eds., Consuming space: Placing consumption in perspective. Aldershot: Ashgate, pp. 3-40.
Hilson, G. and Maconachie, R. (2014) Fair trade mineral programs in Sub-Saharan Africa: some critical reflections. In: Natural resource extraction and indigenous livelihoods: development challenges in an era of globalisation / by E. Gilberthorpe and G. Hilson.
Hopkins, M. (2007) Corporate social responsibility and international development: Is Business the solution. London: Earthscan.
Jaffee, D. (2007) Brewing justice: Fair trade coffee, sustainability, and survival. Berkeley, CA: University of California Press.
Jenkins, R. (2005) Globalization, corporate social responsibility and poverty, International Affairs, Vol. 81 (3), pp. 525-540.
Jones, B. (2007) Citizens, partners or patrons? Corporate power and patronage capitalism, Journal of Civil Society, Vol. 3 (2), pp. 159-177.
Jones, M.T. (1996) Missing the forest for the trees: A critique of social responsibility concept and discourse, Business and Society, Vol. 35 (1), pp. 7-41.
Kirsch, S. (2006) Reverse anthropology: Indigenous analysis of social and environmental relations in New Guinea. Palo Alto, CA: Stanford University Press.
Kirsch, S. (2010) Sustainable mining, Dialectical Anthropology, Vol. 34, pp. 87-93.
Kirsch, S. (2014a) Mining capitalism. Berkley, CA: University of California Press.
Kirsch, S. (2014b) Imagining the corporate person, PoLaR, Vol. 37(2), pp. 207-217.
Kirsch, S., and P. Benson, eds. (2014) Special section of PoLIR on corporate personhood, PoLaR, Vol. 37(2).
Kolk, A., M. Rivera-Santos, and C. Rufln. (2014) Reviewing a decade of research on the "base/bottom of the pyramid" (BOP) concept, Business & Society, Vol. 53 (3), pp. 338-377.
Li, F. (2010) From corporate accountability to shared responsibility: Dealing with pollution in a Peruvian smelter-town. In: Ravi Raman, ed., Corporate social responsibility: Discourses, practices, perspectives. London: Palgrave Macmillan.
Lyon, S., and M. Moberg, eds. (2010) Fair trade and social justice. New York University Press.
Mauss, M. (1990) The gift: The form and reason for exchange in archaic societies. New York; London: W.W. Norton.
McIntosh, M., D.F. Murphy, and R.A. Shah. (2003) Something to believe in: Creating hope and trust in organisations: Stories of transparency, accountability and governance. Sheffield: Greenleaf Publishing.
Miller, D. (1998) Conclusion: A theory of virtualism. In: J. G. Carrier and D. Miller, eds., Virtualism: A new political economy. Oxford: Berg.
Moeller, K. (2013) Proving the girl effect: Corporate knowledge production and educational intervention, International Journal of Educational Development, Vol. 33(6).
Ong, A, and S. Collier. (2005) Global assemblages: Technology, politics, and ethics as an- throplogical problems. London: Blackwell.
Power, M. (1997) The audit explosion. London: Demos.
Prahalad, C. K. (2005) The fortune at the bottom of the pyramid: Enacting poverty through profits. Upper Saddle River, NJ: Wharton School Publishing.
Rajak, D. (2009) I am the conscience of the company: Responsibility and the gift in a transnational mining corporation. In: K. Brown and L. Milgram, eds., Economics and morality: Anthropological approaches. Lanham, MD: AltaMira Press, pp. 211-232.
Rajak, D. (2010) HIV/Aids is our business: moral economy of treatment in a transnational mining company, Journal of the Royal Anthropological Institute, Vol. 16, pp. 551-571.
Rajak, D. (2011b) Theatres of virtue: Collaboration, and the social life of corporate social responsibility, Focal: Journal and Historical Anthropology, Vol. 60 (summer), pp. 9-20.
Rajak, D. (2014) Corporate memory: Historical revisionism, legitimation and the invention of tradition in a multinational mining company, PoLaR, Vol. 37(2), pp. 259-280.
Rajak, D. (201la) In good company: An anatomy of corporate social responsibility. Stanford: Stanford University Press.
Raynolds, L. (2009) Mainstreaming fair trade coffee: From partnership to traceability, World Development, Vol. 37(6), pp. 1083-1093.
Richey, L. A., and S. Ponte. (2011) Brand aid: Shopping well to sate the world. Minneapolis: University of Minnesota Press.
Roy, A. (2010) Poverty capital: Microfinance and the making of development. London: Taylor and Francis.
Roy, A. (2012) Ethical subjects: Market rule in the age of poverty, Public Culture, Vol. 24 (1), pp. 105-108.
Ruwanpura, K.N. (2013) Scripted performances? Local readings of "global" health and safety standards (the apparel sector in Sri Lanka), Global Labour Journal, Vol. 4(2), pp. 88-108.
Ruwanpura, K.N. (2014) The weakest link? Unions, freedom of association and ethical codes: A case study from a factory setting in Sri Lanka, Ethnography, Vol. 16(1), pp. 118-141.
Sawyer, S. (2004) Crude chronicles: Indigenous politics, multinational oil and neoliberalism in Ecuador. Durham, NC: Duke University Press.
Sawyer, S. (2006) Disabling corporate sovereignty in a transnational lawsuit, Political and Legal Anthropology Review, Vol. 29(1), pp. 23-43.
Schislyaeva E.R., Saichenko O.A. & Mirolybova O.V. (2014) `Current models of corporate social responsibility in Russia', Signos, Vol. 6, no. 1, pp. 121-132.
Shamir, R. (2004) The de-radicalization of corporate social responsibility, Critical Sociology, Vol. 30 (3), pp. 669-689.
Sharp, J. (2006) Corporate social responsibility and development: An anthropological perspective, Development Southern Africa, Vol. 23(2), pp. 213-222.
Shever, E. (2008) Neoliberal associations: Property, company and family in the Argentine oil fields, American Ethnologist, Vol. 35(4), pp. 701-716.
Shever, E. (2010) Engendering the company: Corporate personhood and the "face" of an oil company in metropolitan Buenos Aires, PoL4R: Political and Legal Anthropology Review, Vol. 33(1), pp. 26-46.
Strathem, M. (2000) Audit cultures: Anthropological studies in accountability, ethics and the academy. London: Routledge.
Strathern, M. (1999) Property, substance and effect: Anthropological essays on persons and things. London: Athlone Press.
Thrift, N. (2005 [1997]) Knowing capitalism. London: Sage.
Transforming our world: the 2030 Agenda for Sustainable Development (was adopted at the United Nations Summit in New York from 25 to 27 September 2015). URL: https://www.un.org/development/desa/dspd/2030agenda-sdgs.html
Welker, M. (2009) "Corporate security begins in the community": Mining, the corporate responsibility industry and environmental advocacy in Indonesia, Cultural Anthropology, Vol. 24(1), pp. 142-179.
Welker, M. (2014) Enacting the corporation: An American mining firm in post-authoritarian Indonesia. Berkley: University of California Press.
Welker, M., D. Patridge, and R. Hardin, eds. (2011) Corporate lives: New perspectives on the social life of the corporate form, Current Anthropology, Vol. 52(3), pp. 3-16.
Weszkalnys, G. (2014) Anticipating oil: The temporal politics of a disaster yet to come, The Sociological Review, Vol. 62(1), pp. 211-235.
World Business Council for Sustainable Development (WBCSD). (2005) Business solutions in support of the millennium development. URL: http://www.wbcsd.org/web/publications/ biz4dev.pdf
Zadek, S. (2001) The civil corporation: The new economy of corporate citizenship. London: Earthscan.