Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand
ReadHowYouWant.com, Mar 19, 2009 - Business & Economics - 320 pages
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.
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advertising brand ambassadors business objectives business strategy Campaign for Real Charity Navigator commitment communicate your CSR compa company’s CSR consumers core business objectives core competencies corporate social responsibility corporate strategy create critical CSR efforts CSR goals CSR messaging CSR plan CSR program CSR report CSR story CSR strategy CSR substance customers develop Digicel Dove’s Dow Chemical Dow Chemical’s Dreyer’s eBay Ecomagination effective employees engage environment example executive firm focus focused global going Habitat for Humanity Hewlett-Packard HP’s innovation issues Levi Strauss linked look McDonald’s measure Medtronic ment metrics mission Nike opportunities organization partnership Pedigree Pedigree’s percent pet adoption positive impact Product Red segments sell simple social or environmental stakeholders Starbucks strategic CSR suppliers supply chain sustainability talk tell Tesco there’s things Timberland today’s trust understand Unilever volunteer Wal-Mart Whirlpool women