Good Business

Good Business : Your World Needs You

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Description

Anti-globalization activists are rattling the world's most powerful corporations. In the wake of the September 11th attacks, there is a long overdue focus on the importance of global co-operation and community. How should big business respond? In this radical manifesto for capitalism, the authors argue that it's time for companies to start becoming the solution to the world's problems, and stop being seen as the cause; to start using their cultural influence, unique capabilities and grass-roots presence for widespread social good. With global capitalism in the dock, "Good Business" presents the case for the defence - how globalization makes the poor richer; why corporations are good for human rights; how brands can work for social change. But business cannot afford to rest on its laurels. Set against an outline of current thinking on Corporate Social Responsibility, the authors demonstrate through real and aspirational examples why campaigners for social justice and environmental protection should see business as their ally, not their enemy. This work brings to life the success that companies can look forward to when they combine customer interests and corporate aims with the world's desire for social progress and meaningful values. This is corporate social leadership. It is the essence of "good business".show more

Product details

  • Hardback | 288 pages
  • 157.48 x 236.22 x 27.94mm | 566.99g
  • Cengage Learning, Inc
  • Texere Publishing
  • Florence, United States
  • English
  • 1587991187
  • 9781587991189

Table of contents

introduction 1. orthodoxy why is capitalism a dirty word? why is big business so unpopular? is it as bad as the critics make out? or could there be another side to the story? 2. heresy the story that's rarely told: why globalisation makes the poor richer; how corporations are good for human rights; the best way to end sweatshops and child labour; the good news about global brands; the reasons we should all love profit; the myth of corporate power 3. responsibility how the corporations are responding to their critics: cynical cover-up or sincere conversion- why business should be socially responsible - the doctrine of corporate social responsibility explained 4. leadership why social responsibility is not enough; we need corporate social leadership 5. anatomy how corporate components can have a dual purpose - social as well as commercial; how brands can work for social change; eight ways for business to make the world a better place 6. possibility imagine what business could do: four utopian tales 7. unity why all of us should work together; how each of us can change the worldshow more

About Steve Hilton

In 1997 Steve Hilton and Giles Gibbons founded Good Business, a London based consulting firm which advises companies on how they can help themselves by helping society. it is Britain's first social marketing company with clients including Coca Cola, Sky TV, DaimlerChrysler, Nike, Morgan Stanley Dean Witter and McDonald's. Early inspiration for the company came when both Steve and Giles managed and raised private sector funds for an award-winning anti-racism campaign for the UK's Commission for Racial Equality. Prior to Good Business, Steve Hilton was a campaign manager for Prime Minister John Major's successful 1992 Election. He then moved to Saatchi & Saatchi. His campaigns included Yeltsin's 1993 referendum, elections in Ireland, Portugal, and Norway and presidential campaigns in Poland and Colombia. Commercial campaigns included work for BA, adidas and the consortium that won the UK's National Lottery. Steve is also a former columnist for the Observer, writing on media and marketing issues. He also writes for the Times, Evening Standard and Sun newspapers. Giles Gibbons launched his first business at 17 - Killy Croissant, a successful food delivery service in the French Alps. From there he joined Cadbury Schweppes before moving to Saatchi & Saatchi in 1990, where he ran a wide range of campaigns for global, European and domestic clients - such as Hewlett-Packard (for whom he managed the launch of the firm's first ever pan-European integrated marketing campaign) and Cadbury Schweppes (where he managed and developed the launch of Oasis, a non-carbonated soft drink that became the UK's market leader within a year). In 1995 Giles moved to ad agency M&C Saatchi, where he ran the prestigious BA account. Both authors live and work in London. This is their first book.show more