Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand - Softcover

McElhaney, Kellie A.

Softcover

ISBN 10: 144297043X ISBN 13: 9781442970434

Publisher: ReadHowYouWant, 2012

Synopsis

A lot of CSR is out there in the business world, but not a lot of it is effective, strategic, high-impact CSR. By the time you finish reading this book, you'll understand that creating a CSR strategy and a CSR program is only half the job. The other half is creating your CSR story and branding, and publicizing it regularly and widely. Of the effective, strategic CSR that is out there in the business world, very little of it is effectively communicated. With this book you have all the tools you'll need to do all that and more. Now it's your turn. I hope that someday I'll have the opportunity to write about your own successful CSR efforts. Finally, I believe that corporate responsibility, along with being just good business, can also help to provide and repair something that is desperately lacking in our world today: hope. Let us refuse to destroy HOPE. Corporate responsibility builds hope.

About this title

Review

"Kellie is the leading expert and advocate for CSR. There's simply no one better. We've benefited enormously from her counsel and collaboration. I strongly recommend Just Good Business to business leaders who want to make CSR an integral part of their overall brand strategy."
--Gary Elliott, Vice President, Corporate and Brand Marketing, HP

"For organizations looking to propel their current CSR efforts, Kellie's practical and inspiring book is a must-read. Kellie has helped us at McDonald's to better understand and evolve our thinking around this important subject."
--Bridget Coffing, Vice President, Corporate Communications, McDonald's Corporation

"With clarity and in-depth case studies, Just Good Business shows how to leverage CSR programs by branding them and linking that brand to the corporation and its business model. It changes CSR from random feel-good expenditures to a program that both draws on and supports the firm's business strategy."
--David Aaker, Vice Chairman, Prophet, and author of Spanning Silos and Brand Portfolio Strategy

"Kellie's thought partnership and deep experience have been a great complement to our efforts, particularly as we have worked to bring CSR to life in our brands. Her book should be required reading for any executive whose company is embracing CSR as a core tenet of business strategy."
--Art Peck, Executive Vice President, Operations & Strategy, Gap Inc.. and
President, Gap Inc Outlet

About the Author

Kellie A. McElhaney is the John C. Whitehead Adjunct Professor of Corporate Responsibility at the Haas School of Business at the University of California, Berkeley. She is the founding director and co-faculty director of the Center for Responsible Business, which has helped make corporate responsibility one of the core competencies and competitive advantages of the Haas School. The Wall Street Journal ranked Haas as the number two business school in the country for corporate social responsibility in 26 and 27, and the Financial Times rated Haas as the number one school in the world in 28! She teaches courses on strategic corporate social responsibility, and the courses include in-depth, experiential consulting engagements with companies on high-visibility strategic CSR challenges.

Edition details

• Publisher: ReadHowYouWant
• Publication date: 2012
• Language: English
• ISBN 10: 144297043X
• ISBN 13: 9781442970434
• Binding: Paperback
• Number of pages: 320