Air Transport World

Corporate citizenship. (Japan Airlines' JAL Foundation)

Consider the demands placed on an airline. Passengers expect travel that is safe, efficiet and comfortable. Employees want decent pay and working conditions. Owners and shareholders are looking for a satisfactory return on their investment. And as if all that were not enough, airlines are expected to help save the world. "Global corporate citizenship" is the new watchword. To help perform its citizenship duties, Japan Airlines established its own foundation two years ago this month.

Unlike the much larger Ford and Rockefeller foundations, the JAL program does not dispense grants. Rather, it funds projects that are directly operated by airline or foundation staff. Those projects are designed "to contribute to the enlightened progress of mankind and to a more peaceful and affluent global society in which air transportation plays an important role in breaking down human barriers," according to foundation Chairman Susumu Yamaji. …

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