ly and then marketing it appropriately adds legitimacy to their business, in part due to the fact that so many prominent names are reaping the negative results of bad business practices, and this is very much effecting their bottom lines, as it did Firestone in the most recent debacle. It makes business sense and it makes sense for the communities impacted by corporations for them to ask in a socially responsible manner, what the outcomes of their actions will be in the short and long term. (Maignan & Ralston, 2002, pg. 497) (Berkhout, 2005, pg. 15) The question then arises, why this extended period of trial and error, where so many big name businesses are not meeting this end of the bargain? Are consumers and watchdogs simply paying better attention than in the past or is the consumer more empowered than they have been historically, to create collective legal responses and force business practices to change? (Cowe, 2002, pg. 26)
             ...evidence mounted during the late 1990s that Ford Explorer sport utility vehicles were involved in a substantial num
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