Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand

Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand

By: Kellie A. McElhaney (author)Hardback

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Every major company has a corporate strategy based on business objectives and competencies of the firm. Most major companies claim to have a corporate social responsibility strategy, most of which are not linked to business objectives or competencies of the firm. These companies are adopting CSR practices, but aren't reaping the benefits of these initiatives because A) they aren't strategic and B) they're failing to communicate them effectively. Fortunately, closing the CSR story-telling gap can represent great opportunity for savvy companies who want to seize it. Just Good Business shows leaders and managers how to develop a unifying strategy for guiding their CSR work. She walks readers through the process of connecting their CSR efforts to the company's core corporate strategy, business objectives, and core competencies. She then shows with her 7 Principles of Branding CSR why it's critical to embed CSR initiatives into larger corporate strategy, and to tell their CSR story.

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About Author

Kellie McElhaney is the John C. Whitehead Faculty Fellow of Corporate Responsibility and the Executive Director of the Center for Responsible Business at the Haas School of Business, University of California, Berkeley. Kellie teaches multiple courses on Strategic Corporate Social Responsibility in all of the Haas School's degree programs, which include in-depth student consulting engagements with companies on high-visibility strategic CSR challenges.


1. Introduction 2. Unbundling the complex space of corporate responsibility 3. Internal CSR 4. External CSR 5. CSR Strategies and Frameworks 6. Communicating CSR 7. CSR in a Global Context 8. Partnering for CSR 10. Recommendations for Strategic CSR, by sector

Product Details

  • publication date: 01/11/2008
  • ISBN13: 9781576754412
  • Format: Hardback
  • Number Of Pages: 194
  • ID: 9781576754412
  • weight: 1
  • ISBN10: 1576754413

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