Just Good Business - BK Business Book by Kellie McElhaney
JUST GOOD BUSINESSThe Strategic Guide to Aligning Corporate Responsibility and Brandby Kellie McElhaneyBuy Book at Berrett-Koehler Publishers - http://tinyurl.com/6kc3mvVisit... Author at UC Berkeley Website - http://www.haas.berkeley.edu/f... major company has a corporate strategy based on business objectives and competencies of the firm. Most large companies have at least fragmented CSR initiatives, programs, and focus points, and most have dedicated corporate communications teams and focused branding and marketing campaigns. And all companies have employees, who serve, consciously or not, as brand ambassadors. What's missing—and what McElhaney offers--is an integrated strategy for connecting the dots between CSR efforts, branding and communication to customers and employees, and the company's core business goals. Kellie McElhaney is the John C. Whitehead Faculty Fellow of Corporate Responsibility at the Haas School of Business, University of California, Berkeley. McElhaney teaches multiple courses on Strategic Corporate Social Responsibility in all of the Haas School's degree programs.
Channel: Education
Uploaded: November 30, 1999 at 12:00 am
Author: BerrettKoehler
Length: 03:14
Rating: 5.00
Views: 757
Tags: business economic global Haas justice Kellie MBA McElhaney responsibility School social sustainability
Video Comments
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jvnsva (November 30, 1999 at 12:00 am)
I read an early (galley) version of her book and it is damned impressive. I especially liked how she lets you know that even if you aren't particularly socially conscious, that implementing socially conscious directives can be profitable. So even the profit-hungry corporations can do something good for others. |
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