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This article explores different ways to interpret the extent to which (capitalist) critique influences corporate practice. Starting from (self-) reflection upon negotiations between the author and a European company involved in land-based investment in Zambia, this contribution shows that corporate actors may be more responsive to their critics, such as NGOs, journalists, local communities, and (activist) scholars, than often assumed. It may be argued that anthropology partly misses thisdoi:10.22439/jba.v8i1.5711 fatcat:5tqy3q6aafasrdy2s57ixffkya