Good for Business: The Rise of the Conscious Corporation [NOOK Book]

Overview


In order to satisfy the heightened demands of today’s more powerful consumer, corporations from Wal-Mart to GE are undergoing an evolutionary transformation in the way they do business--from their operations and strategies to their relationships with customers and communities. In this timely book, two top branding experts team up with a highly regarded specialist in corporate culture and a leading global search consultant to illustrate how the most dynamic and promising companies of today are charting a new path...
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Good for Business: The Rise of the Conscious Corporation

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Overview


In order to satisfy the heightened demands of today’s more powerful consumer, corporations from Wal-Mart to GE are undergoing an evolutionary transformation in the way they do business--from their operations and strategies to their relationships with customers and communities. In this timely book, two top branding experts team up with a highly regarded specialist in corporate culture and a leading global search consultant to illustrate how the most dynamic and promising companies of today are charting a new path for the corporate brand of tomorrow. Good for Business outlines four key elements that will serve as the cornerstones of the most successful businesses of the future:

Purpose Beyond Profit
• Humanized Leadership
• Corporate Consciousness
• Collaborative Partnerships

Today, brands matter a lot, and what companies we do business with also matters.  In Good For Business, the authors show not only why building an authentic corporate brand is critical to success, but how to do it in a way that creates more loyal customers, develops a devoted workforce, and makes a social difference in the world at large.



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Editorial Reviews

From the Publisher
 “In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust.”—Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart

“With their ‘Four Cornerstones of the Conscious Corporation’ framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice.”—Justin B. Smith, President, The Atlantic

Good for Business is an excellent guide that shows how transparency and engagement can positively impact a company’s reputation. Readers can immediately employ the lessons revealed in the book.”—Steve Fludder, Vice President, ecomagination, GE

Good for Business blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and “humanized” view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there!”—Dan Esty, Yale University and author of Green to Gold

“Discussion centers on replacing vision statements with useful statements of direction…The authors provide practical steps to implement these ideas and include real-world examples…Recommended.”—Choice

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Product Details

  • ISBN-13: 9780230100442
  • Publisher: St. Martin's Press
  • Publication date: 9/15/2009
  • Sold by: Macmillan
  • Format: eBook
  • Pages: 256
  • File size: 594 KB

Meet the Author


Andrew Benett is co-CEO of marketing communications agency Euro RSCG NY and global chief strategy officer of Euro RSCG Worldwide. In 2009, Andrew was named to Crain’s New York Business’s “40 Under 40.”

Cavas Gobhai, former CEO of Synectics, is a leading business consultant specializing in strategy and innovation for senior management teams. Over thirty-plus years, he has worked with more than one hundred leading U.S. and international organizations, including Kraft, Coca-Cola, and Bayer.

Ann O’Reilly is content director of Euro RSCG Worldwide’s Knowledge Exchange. She is co-author of The Future of Men (Palgrave 2005) and Buzz (2003).

Greg Welch is global leader for the Consumer Goods & Services Practice at executive search firm Spencer Stuart. He is co-founder of the M50 marketing group and creator of Spencer Stuart’s annual CMO Summit and Marketing Officer Practice.
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Table of Contents


Part I: The Consumer and the Company of the Future * Rethinking the Role of the Corporation * Welcome to the Consumer Republic * Four Cornerstones of the Corporate Brand of the Future * Part II: Reinventing Corporate Culture * The Conscious Corporate Brand and the Rewards of Reputation * What It Takes to Be a Leader of Tomorrow * Creating a Culture to Engage the Talent of Tomorrow * Creating Effective Brand Messengers in a Second-Opinion Society * Part III: Accelerating the Momentum of the Corporate Brand * Vision, Shmision—Getting Real with a Useful Statement of Direction * Living the USOD: Embedding and Sustaining It * Maximizing Tomorrow’s Brand Value by Living Clear Values Today


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Sort by: Showing 1 – 1 of 2 Customer Reviews
  • Posted July 28, 2011

    more from this reviewer

    A convincing guide to why companies should be good corporate citizens

    "The public has lost patience with corporations that treat people badly, damage the environment without concern or consequence, and line the pockets of their senior executives while taxpayers are losing their jobs and homes." So say authors Andrew Benett, Cavas Gobhai, Ann O'Reilly and Greg Welch. People are demanding that companies contribute to the global good. Firms that refuse will suffer damage to their reputations and, ultimately, their bottom lines. getAbstract recommends this idealistic book to those who would bring about the "rise of the conscious corporation" - or, at least, to those who would like to head in that direction.

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