Final answer:
The goal of "achieving compliance" mentioned by Baker and McKenzie in 2012 is being replaced with "improved self-regulation," reflecting a change towards sustainable practices and proactive policy shaping within companies.
Step-by-step explanation:
According to Baker and McKenzie in their looking-ahead analysis of 2012, the goal of "achieving compliance" is steadily being replaced by a goal of improved self-regulation. Companies are shifting their focus from simply following the rules to actively shaping their policies and practices to ensure they are meeting the needs of the present without compromising the ability of future generations to meet their own needs, which is a concept deeply rooted in sustainability. This reflects a change in perception of the oppressive systems companies navigate as reflected in the goals they set for themselves. In terms of conformity and innovation, it is apparent that while conventional compliance can be likened to conformity, where companies are not deviating and are pursuing goals through socially accepted means, improved self-regulation encourages a form of innovation but within the bounds of legality and ethical standards.