Taking Friedman Seriously: Maximizing Profits and Social Performance*
用微观经济学工具分析企业在追求利润最大化和提升社会绩效双重目标时的最优选择，比较了利他、被迫利己和战略三种情形，发现战略方式比被迫或利他方式能带来更高的社会产出。
abstract This paper examines the situation of firms that have two objectives: profit maximization and social performance. By looking comparatively at the cases of altruism, coerced egoism, and strategy, this paper uses the tools of microeconomics to define the optimal level of social output that should be produced in each case. We show that it is wiser for the firm to act strategically than to be coerced into making investments in corporate social responsibility. In addition, we argue that greater overall social output will be achieved by the strategic approach, than by the altruistic approach.