Gold-mining companies have learned the hard way that getting communities on their side is the key to long-term success, says Witold Henisz, a management professor at the University of Pennsylvania. That holds important sustainable-business lessons for multinationals seeking to enter sensitive markets around the world. "Ironically, these industries that we think of as scorched-earth, environmentally devastating and uncaring are some of those at the forefront of sustainability and stakeholder engagement," Henisz says.

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