Just Good Business (EasyRead Edition): The Strategic Guide to Aligning Corporate Responsibility and Brand - Couverture souple
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. ---- Preface
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À propos de l?auteur
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 2006 and 2007, and the Financial Times rated Haas as the number one school in the world in 2008! 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.
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