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

Description

There are a lot of corporate social responsibility (CSR) initiatives around today, but too many of them are scattershot, well-intentioned but ill-considered. This is a missed opportunity. CSR can offer powerful business advantages, but only if it is carefully aligned with strategic goals and communicated effectively inside and outside the company--in short, if it is just as thoroughly branded as any other corporate activity. In Just Good Business, Kellie McElhaney, professor and founding director of the Center for Responsible Business at the Haas School of Business offers, a comprehensive guide to ensuring that your CSR efforts deliver the greatest possible benefits to your company as well as to society.

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