The underlying theory is that you motivate people to provide value to society by making it be in their best interest to do so. The mechanism is money. Corporations are not evil. That kind of anthropomorphism is inappropriate. Corporations are too stupid to be evil, only people can be that.
Corporations are mechanisms.
People can influence them, but by and large, corporations just follow the rules. Bear in mind that, for a publicly-traded company, if a CEO makes a decision because it's the right thing rather than because it's the most profitable thing for the shareholders, he will lose his job, and possibly be sued into oblivion. That's the way the rules work. For someone not solely motivated by profit, the way to win this game is to pick your goals such that your goals, whatever they may be, are aligned with the goals that the corporate mechanism will seek for itself. And sometimes the only way to win is not to play.