Building Sales and Loyalty Abroad. Being perceived as socially responsible, such as helping needy causes, may improve business performance in various ways. However, there are an almost infinite number of competing needy causes toward which to contribute. The amount Danone invested in the JV was $500,000, a small outlay for a company of that size, and Danone stood to get the money back if the operation became sufficiently profitable. Moreover, the fact that it would become one of the first major corporations to invest in a social business could generate free positive publicity. In retrospect, Riboud has indicated that Danone's employees in France feel they are part of this project, so the small initiative has revitalized the company's culture.