- 224 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
Stung by corporate scandals and media mayhem, many companies have begun integrating terms like "sustainable business, " "conscious capitalism, " and "ethical business" into their annual reports. Is it more corporate greenwashing or are businesses today really changing how and with whom they do business? Can corporate social responsibility become a new business standard? When it comes to implementing the kind of business strategies that create vital social and economic returns, many corporate leaders find themselves at a loss. "This is because, unlike branding or accounting, there are far too few solid industry case studies that profile the success stories and how those companies got there, " says author and award-winning marketing specialist Christine Arena. Arena finds reasons to be optimistic while she examines new business paradigms for doing good and translating that good into profit. From Hewlett-Packard to British Petroleum to Stonyfield Farms and The Body Shop, Cause For Success profiles two case-study companies per chapter, exploring ideas such as philanthropy partnerships, ethics-driven businesses, how companies are serving the world's poor, bottom-line advantages of standing for social justice, as well as how some of the worst corporate citizens have become some of the best.
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Information
Table of contents
- Cover
- Title
- Copyright
- Dedication
- Contents
- Acknowledgments
- Introduction
- Chapter 1: Changing Face How challenged multinationals transform into model corporate citizens Interfaceā¢ BP
- Chapter 2: Rooting Values How ethics enable the growth of a new breed of business Ezibaā¢ Stonyfield Farm
- Chapter 3: Cooperating How top brands thrive by integrating cause partnerships Avonā¢ Timberland
- Chapter 4: Trading Fairly How standing up for justice garners competitive advantage Green Mountain Coffee Roastersā¢ The Body Shop
- Chapter 5: Need Cycling How industry leaders profit by serving the worldās poor The Grameen Bank ā¢ Hewlett-Packard
- Epilogue
- Notes
- Permissions
- Index
- About the Author