Branded!: How the 'Certification Revolution' is Transforming Global Corporations

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New Society Publishers, Jun 1, 2007 - Business & Economics - 320 pages

Making responsible social and environmental choices has not always been a first priority for many corporations, but recent history has changed all that. Small but mighty nongovernmental organizations (NGOs), using twenty-first-century global communications, are nipping at the heels of corporations caught in unethical and irresponsible practices.

NGO “market campaigns” are moving these companies toward the higher standard now demanded by their clients, their consumers, and society as a whole. The lever that moves these giants is the risk of destroying their carefully built “brands” if they fail to recognize their “moral liability” and clean up their practices.

Branded! outlines the ability of NGOs to affect corporate markets. It shows how the development of certification systems for corporate social and environmental practices has created some intriguing questions:


*Why are retail giants paying premiums for ethically produced products . . . and not overcharging their customers?
*How have NGOs gained such power and credibility?
*What are the challenges of these new modes of corporate accountability for both NGOs and corporations?
*What are the unexpected opportunities for newly accountable corporations?

Branded! is a must-read for corporate executives, NGOs, and ethically concerned consumers. It is rich with vignettes of firms, NGOs, campaigns, failures, successes, memorable personalities, and hard-fought battles.

 

Dr. Michael E. Conroy is an economist who taught for twenty-five years at the University of Texas. He has spent twelve years in various philanthropic positions in support of certification systems and serves on the boards of several key organizations in the certification field.


 

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Contents

Branded The Unexpected Consequences of Successful Global Branding
1
Redesigning Corporate Social and Environmental Accountability for the 21st Century
27
Leveraging the Brand The Essence of Ethical Business Campaigns
43
Birth of It All Transforming the Global Forest Products Industry
61
Tapping the Ethic of FairnessCertifying Global Commodity Trade
97
Even the Banks Can Do It New Accountability in Global Finance
121
Can Tourism Be Tamed? Toward a Sustainable Tourism Stewardship Council
149
Accountability Comes to Mining Building an Assurance Process
169
Can Certification Systems Reduce Global Poverty?
187
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About the author (2007)

Michael Conroy is Program Officer for Global Governance for the Rockefeller Brothers Fund. Previously a Senior Lecturer and Senior Research Scholar at the Yale School of Forestry and Environmental Studies, he was also Senior Program Officer at the Ford Foundation, and Professor of Economics at the University of Texas at Austin.

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