Just Good Business
The Strategic Guide to Aligning Corporate Responsibility and Brand
By: Kellie McElhaney
Published: November 2008
Format: Hardcover, 216pp
ISBN-13: 9781576754412
ISBN-10: 1576754413
Publisher: Berrett-Koehler Publishers
"I believe that corporate responsibility, along with being just good business, can also help to provide and repair something that's desperately lacking in our world today: hope", writes Faculty Director of the Center for Responsible Business at the University of California, Berkeley, Kellie McElhaney, in her highly practical and visionary book Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand. The author builds a powerful case for creating and implementing a corporate social responsibility (CSR) strategy, and for communicating that plan to all of the company's stakeholders.
Kellie McElhaney recognizes that many companies are already using a CSR strategy, but at the same time they are failing to communicate that plan both within their organization to their employees, to their shareholders, vendors, and customers. The author stresses the critical importance of companies understanding the growing gap in the general public's perception of corporate social responsibility, and the reality of increased corporate activity. The public expects companies to behave as good corporate citiens, but at the same time, has diminishing trust in corporations to act in a socially responsible manner. Many companies adopting a CSR strategy do so defensibly, out of fear of public outcry and backlash. While the author has no concerns about why a company establishes a CSR strategy, the key is to develop a plan that includes positive benefits for branding, differentiation, and for stakeholders.
Kellie McElhaney (photo left) describes a process for developing a CSR strategy that includes all stakeholders in the organization that also gets top management commitment. Once senior management makes a public declaration of support for corporate social responsibility, the strategy can be devised that accommodates the company's core competencies and overall business goals, and aligns their CSR goals with those of their brand. A completed CSR strategy, integrated with their corporate governance, can then have performance metrics and measurements of effectiveness built into the program. A strong, well defined CSR strategy can become part of the corporate culture, and provide a benchmark for all corporate planning.
For me, the power of the book is how Kellie McElhaney combines the theoretical reasons for developing a CSR strategy, with a practical approach to creating and implementing that overall plan. The connection between the CSR strategy and the goals of brand enhancement and differentiation, have a solid bottom line value for the company. At the same time, the author's emphasis on the importance of communicating the corporate CSR strategy to all company stakeholders, is critical to its success. The book provides an easy to follow road map to developing, implementing, and communicating a CSR strategy. The author also shares ideas for creating performance metrics and benchmarks for assessing the overall success of the CSR initiative.
I highly recommend the important and company transformational book Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand by Kellie McElhaney, to anyone seeking a workable approach to developing a CSR strategy that is aligned with a company's brand and core competencies. Discover how to create a CSR plan that works for everyone both inside and outside of the company.
Read the essential guide book Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand by Kellie McElhaney, and develop and apply a workable CSR strategy that gains commitment from top management and all company stakeholders, that can be communicated effectively to customers and the general public. The result will be an enhanced corporate reputation and greater profitability.
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