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
Kellie McElhaney is the John C. Whitehead Distinguished Faculty Fellow in Corporate Responsibility and founding director of the Center for Responsible Business at the Haas School of Business, University of California, Berkeley. She developed and launched the center in January 2003. She consults to many Fortune 500 companies and was named a 2005 Faculty Pioneer for Institutional Leadership in the Aspen Institute's biennial report Beyond Grey Pinstripes.
“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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