Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand: Kellie A McElhaney
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.
From the Publisher
Praise from the Publisher for Just Good Business
“Kellie’s book offers a practical and visionary approach to CSR in business. She is passionate and insightful and a brilliant communicator. This book will be invaluable in showing business leaders everywhere how to approach and communicate the benefits of CSR in business strategy.”
–Enda Kelly, Partner, Ernst & Young
“Kellie is the leading expert and advocate for CSR. There’s simply no one better. We’ve benefited enormously from her counsel and collaboration. I strongly recommend Just Good Business to business leaders who want to make CSR an integral part of their overall brand strategy.”
–Gary Elliott, Vice President, Corporate and Brand Marketing, HP
"For organizations looking to propel their current CSR efforts, Kellie’s practical and inspiring book is a must-read. Kellie has helped us at McDonald’s to better understand and evolve our thinking around this important subject."
–Bridget Coffing, Vice President, Corporate Communications, McDonald’s Corporation
"With clarity and in-depth case studies, Just Good Business shows how to leverage CSR programs by branding them and linking that brand to the corporation and its business model. It changes CSR from random feel-good expenditures to a program that both draws on and supports the firm’s business strategy."
–David Aaker, Vice Chairman, Prophet, and author of Spanning Silos and Brand Portfolio Strategy
“Kellie’s thought partnership and deep experience have been a great complement to our efforts, particularly as we have worked to bring CSR to life in our brands. Her book should be required reading for any executive whose company is embracing CSR as a core tenet of business strategy.”
–Art Peck, Executive Vice President, Operations & Strategy, Gap Inc.. and President, Gap Inc Outlet
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