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Corporate Community Relations: The Principle of the Neighbor of Choice / Edition 1

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Overview

Burke challenges the current thesis that companies should act responsibly toward communities and societies. Instead, he shows that changes in society mandate that companies must develop strategies and programs that foster a reputation of trust in local communities in order that they preserve their license to operate. Burke describes strategies and programs of action that enable companies to develop trust and thus maintain their license to operate. He also describes ways to use philanthropy and volunteer programs to achieve a competitive advantage.
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Editorial Reviews

Booknews
The author illustrates how a company's community reputation also affects the behavior of consumers and employees. He argues that to be a neighbor of choice a company has to pursue three strategies: build sustainable and ongoing relationships with key community individuals, groups, and organizations; institute procedures that anticipate and respond to community expectations, concerns, needs, and issues; and focus the company's community programs on ways that promote and strengthen quality of life and also support the business goals of the company. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780275964719
  • Publisher: ABC-CLIO, Incorporated
  • Publication date: 9/5/2000
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 206
  • Product dimensions: 6.50 (w) x 9.10 (h) x 0.60 (d)

Meet the Author

EDMUND M. BURKE is Founder and Director Emeritus of the Boston College Center for Corporate Community Relations.

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Table of Contents

Foreword: Why Merck Needs to Be a Neighbor of Choice by Raymond V. Gilmartin

Introduction: The New Expectations for Today's Corporation

The Principle of the Neighbor of Choice

The Psychological Contract

From Balloons and T-Shirts to Neighbor of Choice

How to Achieve a Competitive Advantage

Implementing Neighbor of Choice

The Company Assessment

Who Are the Corporation's Communities?

The "Shadow Constituencies"

The Community Assessment

The Three Strategies

The First Strategy: Building Relationships of Trust

The Second Strategy: Managing Community Issues and Concerns

The Third Strategy: Using Community Programs to Build Trust

...And Achieve a Competitive Advantage

The Social Vision

Shaping a Social Vision: The Value Premise of the Neighbor of Choice

Index

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