Good for Business: The Rise of the Conscious Corporation

ISBN-13: 9780230103450 / Angielski / Miękka / 2010 / 256 str.

Andrew Benett

Opis

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.

Spis treści

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

O autorze

ANDREW BENETT 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.'
ANN O'REILLY Content Director of Euro RSCG's Knowledge Exchange. She is co-author of The Future of Men and Buzz .
CAVAS GOBHAI former CEO of Synectics, is a leading business consultant specializing in strategy and innovation for senior management teams.
GREG WELCH global leader for the Consumer Goods& Services Practice at executive search firm Spencer Stuart.