by Jeff Sovern
I recently finished Robert B. Reich's fascinating book Supercapitalism. Reich, who served in the Clinton cabinet, pulls together a number of themes into a coherent, and depressing, whole. He argues that the marketplace is far more competitive than it once was, as a result of which corporations constantly try to offer the best product they can at the lowest possible price--to attract consumers--and to pay the highest possible return on investments--to attract investors. So far, so good. But the need to compete forces corporations to ignore all other values other than making profits, so that they can't, for example, as they once did, attend to the needs of other stakeholders, such as employees, the communities (or countries) in which they are located, or goals of consumers other than those that will cause consumers to buy their products. The result is outsourcing, loss of jobs, and numerous other ills. Reich argues that to the extent corporations do focus on other goals, they will increase their costs--thus driving consumers to other products--and reduce their profits--thus causing investors to put their money elsewhere. That happens in part because other corporations which attend only to the bottom line will step in to steal the sales of corporations with more generous hearts, but higher costs. Reich points out that as consumers and investors, people benefit from this, but as employees and citizens, they suffer.
Reich's view is that corporations are entitled to do all this as long as they follow the rules, and that government should act as a check on inappropriate behavior. Corporations, he believes, cannot and should not be expected to assume government's responsibilty to pursue public goals. Their job is to make money for shareholders. But, he goes on to say, businesses affect the rules under which they operate by making campaign contributions, lobbying, etc. Legislators competing for contributions can't afford to alienate these contributors, and so write the rules in ways that aid business. To create the illusion that they are cracking down on improper corporate behavior, legislators hold hearings and scold corporate malefactors--but don't enact, or even introduce, legislation that would change the rules in such a way as to cause businesses to behave differently.
Reich gives numerous examples of this behavior and traces its historical development. He also offers policy prescriptions for dealing with it. It's a terrific book, and one that sheds considerable light on many of the problems with the marketplace and society today. And at the end of the day, it raises an important question: do voters want changes that will cause consumers to pay more and investors to accept less in pursuit of other goals or would we rather have things as they are?



