How good should your business be? Corporate social responsibility has great momentum. All the more reason to be aware of its limits

HOW wonderful to think that you can make money and save the planet at the same time.

“Doing well by doing good” has become a popular business mantra: the phrase conjures up a Panglossian best-of-all-possible-worlds, the idea that firms can be successful by acting in the broader interests of society as a whole even while they satisfy the narrow interests of shareholders. The noble sentiment will no doubt echo around the Swiss Alps next week as chief executives hobnob with political leaders at the World Economic Forum in Davos.

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(Many thanks to Kemble Fletcher of Rubin Postaer and Associates http://www.rpa.com for passing this along. Russ)