Founder and Faculty Director of the Center For Responsible Business at Haas School of Business, University of California, Berkley, and author of the Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand, Kellie McElhaney, describes how corporate social responsibility (CSR) is widely accepted in the corporate mainstream, few companies do it well. Even fewer businesses communicate their CSR strategy effectively to all of their many stakeholders. The author believes companies are missing valuable opportunities to build reputation, brand value, talent management, and profits. Learn how CSR build a corporate brand and boost company bottom line results.
Kellie McElhaney is my internet radio show guest on Blog Business Success; hosted live on Blog Talk Radio.
The show airs live on Tuesday, December 15, at 8:00 pm Eastern Time; 5:00 pm Pacific Time.
Founder and Faculty Director of the Center For Responsible Business at Haas School of Business, University of California, Berkley, and author of the Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand, Kellie McElhaney, describes how corporate social responsibility (CSR) is widely accepted in the corporate mainstream, few companies do it well. You will learn:
* What corporate social responsibility CSR really means for a company
* How to develop a CSR strategy for your company that aligns with the brand
* How to communicate the goals of the CSR strategy to all stakeholders
* How to measure the success of a CSR program including its profitability
Kellie McElhaney (photo left) s the John C. Whitehead Faculty Fellow of Corporate Responsibility, founding Executive Director, and Co-Faculty Director at the Center for Responsible Business at UC Berkeley's Haas School of Business, University of California, Berkeley. She developed and launched this new center in January 2003, which has helped place corporate responsibility squarely as one of the core competencies and competitive advantages of the Haas School. In her five years at Haas, the Center has received global critical acclaim. The Financial Times rated Haas number one in the world in corporate responsibility in 2008 and The Wall Street Journal ranked Haas as the number two business school in the country for CSR in 2006 and 2007.
Professor McElhaney teaches courses on Strategic Corporate Social Responsibility, which include in-depth, experiential consulting engagements with companies on real-world, high-visibility strategic CSR challenges, in all of the MBA degree programs at Haas. She also teaches extensive Executive Education in this area. She is also a Visiting Professor at the Kenan-Flagler School of Business at the University of North Carolina in Chapel Hill and at the Institut d'Administration des Enterprises at the University of Poitiers in France.
Kellie was named a Faculty Pioneer by the Aspen Institute in 2005. Her research focus is in three areas: (1) Analyzing and developing companies’ CSR strategy and its alignment with corporate strategy, business objectives, core competencies, and business value; (2) Exploring the linkage between diversity and CSR and using CSR as a hook to re-engage women with business as employees, consumers, and investors; (3) The business value and opportunities in branding, communication and CSR, which is the focus of her new book, Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand (November 2008).
Kellie consults to several Global 1000 companies in developing integrated CSR strategy, bridging her academic focus with the practitioner world. Her client list includes HP, Gap, eBay, McDonalds, Ernst & Young, NVIDIA, Blue Cross Blue Shield, Nokia (Finland), Navigant, Volunteer Match, Ford Motor Company, Bernard Hodes Group (Great Britain), PG&E, Driscolls Berries, Triage Consulting Group, Ulster Bank (Ireland), StatoilHydro (Norway) and PG&E. She holds a Ph.D. from the University of Michigan, a M.A. from Ohio University, and a B.A. from the University of North Carolina, Chapel Hill.
My book review of Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand by Kellie McElhaney.
Listen live on Tuesday at 8:00 pm Eastern, 5:00 pm Pacific time.
If you miss this very informative show, it will be available for free download as a podcast for iPod, iTunes, and MP3 players; or play it right on your computer. To download this, or any other of my guest interviews, go to the Blog Business Success host page and click on Archived Segments. Once there, click on the podcast icon at the end of the episode description, to download the show free of charge for your listening enjoyment. You can also subscribe to the show feed.
To call in questions for my guest, the number is: (347) 996-5832
Let's talk with Founder and Faculty Director of the Center For Responsible Business at Haas School of Business, University of California, Berkley, and author of the Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand, Kellie McElhaney, as she describes how corporate social responsibility (CSR) is widely accepted in the corporate mainstream, few companies do it well. Even fewer businesses communicate their CSR strategy effectively to all of their many stakeholders. The author believes companies are missing valuable opportunities to build reputation, brand value, talent management, and profits. Learn how CSR build a corporate brand and boost company bottom line results on Blog Business Success Radio.
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