Good Business - Softcover

Hilton, Steve

Softcover

ISBN 10: 1587991551 ISBN 13: 9781587991554

Publisher: Texere Publishing, 2004

Synopsis

Anti-globalization activists are rattling the world's most powerful corporations. In the wake of the September 11th attacks, there is a long overdue focus on the importance of global co-operation and community. How should big business respond? In this radical manifesto for capitalism, the authors argue that it's time for companies to start becoming the solution to the world's problems, and stop being seen as the cause; to start using their cultural influence, unique capabilities and grass-roots presence for widespread social good. With global capitalism in the dock, "Good Business" presents the case for the defence - how globalization makes the poor richer; why corporations are good for human rights; how brands can work for social change. But business cannot afford to rest on its laurels. Set against an outline of current thinking on Corporate Social Responsibility, the authors demonstrate through real and aspirational examples why campaigners for social justice and environmental protection should see business as their ally, not their enemy. This work brings to life the success that companies can look forward to when they combine customer interests and corporate aims with the world's desire for social progress and meaningful values. This is corporate social leadership. It is the essence of "good business".

About this title

Review:

"What the authors advocate goes beyond corporate social responsibility...an entertainingly written call to action." -- Pubilshers Weekly, 13 May 2002

... global brands such as Coke and Nike use their power to promote vital social causes. A fluent and persuasive thesis. -- The Week, 10 August 2002

...if you want to make the world a better place, you should get involved with business, as it is a much more positive force for good than politics. -- Real Deals, 28 November 2002

A powerful riposte to No Logo style anti-capitalism... -- GQ Magazine, July 2002

Antiglobalisers...may find the book's fluent synthesis of entrepreneurship and social responsibility a real eye-opener. -- The Daily Telegraph, 4 May 2002

Corporations' cultural power should be the aspect of globalisation that we pay the most attention to. Not by criticising it, but by using it for social ends. -- The Guardian, 22 April 2002

Hilton argues that the only problem with "corporate social responsibility" (CSR)—the boardroom buzz phrase of the past decade—is that it is too timid. -- New Statesman, 1 July 2002

In reality, corporations are far more powerful in a cultural sense, and in their grassroots impact, than they are as big, anonymous institutions. -- Financial Times, 20/21 April 2002

Rather than being driven by best practice, he argues, companies’ social and environmental strategies should be driven by the brand and company’s purpose. -- Accountacy, 1 November, 2002

The anti-business brigade is missing an opportunity to use the strength of companies as a force for good... -- Sunday Times, 16 June, 2002 (Book of the Week)

The authors try to debunk 'anti-globalisation myths' about poverty, human rights, child labour, cultural imperialism...and firms wanting to rule the world. -- Observer, 28 April 2002

The book puts global capitalism on trial, so to speak, but then speaks for the defense, showing how large corporations can improve human rights. -- Investor Relations, 1 June 2002

About the Author:

In 1997 Steve Hilton and Giles Gibbons founded Good Business, a London based consulting firm which advises companies on how they can help themselves by helping society. it is Britain's first social marketing company with clients including Coca Cola, Sky TV, DaimlerChrysler, Nike, Morgan Stanley Dean Witter and McDonald's. Early inspiration for the company came when both Steve and Giles managed and raised private sector funds for an award-winning anti-racism campaign for the UK's Commission for Racial Equality. Prior to Good Business, Steve Hilton was a campaign manager for Prime Minister John Major's successful 1992 Election. He then moved to Saatchi & Saatchi. His campaigns included Yeltsin's 1993 referendum, elections in Ireland, Portugal, and Norway and presidential campaigns in Poland and Colombia. Commercial campaigns included work for BA, adidas and the consortium that won the UK's National Lottery. Steve is also a former columnist for the Observer, writing on media and marketing issues. He also writes for the Times, Evening Standard and Sun newspapers. Giles Gibbons launched his first business at 17 - Killy Croissant, a successful food delivery service in the French Alps. From there he joined Cadbury Schweppes before moving to Saatchi & Saatchi in 1990, where he ran a wide range of campaigns for global, European and domestic clients - such as Hewlett-Packard (for whom he managed the launch of the firm's first ever pan-European integrated marketing campaign) and Cadbury Schweppes (where he managed and developed the launch of Oasis, a non-carbonated soft drink that became the UK's market leader within a year). In 1995 Giles moved to ad agency M&C Saatchi, where he ran the prestigious BA account. Both authors live and work in London. This is their first book.

About this edition

• Publisher: Texere Publishing
• Publication date: 2004
• ISBN 10: 1587991551
• ISBN 13: 9781587991554
• Binding: Paperback
• Number of pages: 264