The task force also debated whether the social value discussion should be limited to the product.57 In its final recommendations to senior management, the Corporate Responsibility Task Force concluded that social value was not a particular thing, but rather an “on-going process of attempting to increase the positive and decrease the negative impacts of our Footprint” (defined by the task force as “what happens in the world as a result of a company’s existence”).64,69,70 Social value was the outcome of Philip Morris living up to its mission of responsibility.71 Despite its similarity to an earlier senior management suggestion, this definition apparently dissatisfied the senior team: notes from a Corporate Responsibility Task Force–senior team meeting contain the observation that “we may need to strengthen the link between social value and economic value.”72 The task force agreed that “our contribution to social value is our license to operate which is our return to shareholder