Wal-Mart has turned to the headhunters at Martha Montag Brown and Associates, a search practice specialising in corporate community affairs, philanthropy and corporate responsibility, to help it find directors of global ethics and stakeholder engagement.

The firm will no doubt be earning its fees, for the jobs come with a veritable Pandora’s Box of past ethical “missteps” by the retail giant and a not-so-healthy rapport with a litany of Wal-Mart watchers.

But many industry observers say the company has shown promising progress towards turning over a new corporate responsibility leaf.

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