Leveraging Corporate Responsibility: The Stakeholder Route to Maximizing Business and Social Value

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Cambridge University Press, Sep 15, 2011 - Business & Economics - 326 pages
The corporate social and environmental responsibility movement, known more generally as corporate responsibility (CR), shows little sign of waning. Almost all large corporations now run some form of corporate responsibility program. Despite this widespread belief that CR can simultaneously improve societal welfare and corporate performance, most companies are largely in the dark when it comes to understanding how their stakeholders think and feel about these programs. This book argues that all companies must understand how and why stakeholders react to such information about companies and their actions. It examines the two most important stakeholder groups to companies - consumers and employees - to comprehend why, when and how they react to CR. Armed with this insight, it shows how companies can maximize the value of their CR initiatives by fostering strong stakeholder relationships to develop, implement and evaluate compelling social responsibility programs that generate value for both the company and its stakeholders.
 

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This review is from: Leveraging Corporate Responsibility: The Stakeholder Route to Maximizing Business and Social Value (Paperback)
Leveraging Corporate Responsibility - the stakeholder route to
maximising business and social value by C B Bhattacharya, Sankar Sen and Daniel Korschun.
No cliches, no whitewash, no sublimeal messaging to stake holders into behaviour that benefits the company alone. This straight talking book with a surprisingly easy writing style, backed up by years of substantive research helps even the lay person navigate between the truth and hype of Corporate Responsibility. Whilst most books on CR or CSR talk about how essential it is to engage with stake holders, none of them provide the indepth sense into stakeholder behaviour - how they think, behave, feel,act. This is the 'go to' book and definitive guide on understanding and practising Corporate Responsibility. Though the book is recommended for three key audiences, managers, scholars and students, i would even recommend it to non profits who wish to engage companies and their stakeholders in a dialogue on corporate responsibility.
Great book, highly recommend it.
 

Contents

ONE The long and winding road to CR value
1
PART I Deconstructing CR value
25
PART II Inside the mind of the stakeholder
67
PART III Putting insight into action
151
APPENDIX Our research program
306
Index
313
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About the author (2011)

C. B. Bhattacharya is the E.ON Chair Professor in Corporate Responsibility at the European School of Management and Technology, Berlin, Germany.

Sankar Sen is Professor of Marketing at the Zicklin School of Business, Baruch College, a senior college of the City University of New York.

Daniel Korschun is an Assistant Professor at Drexel University's LeBow College of Business, where he is also a Fellow at the Center for Corporate Reputation Management.

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