良心的企業の台頭 Good for Business : The Rise of the Conscious Corporation

Benett, Andrew/ O'Reilly, Ann/ Gobhai, Cavas

Palgrave Macmillan（2010/12発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 256 p.
• 言語 ENG
• 商品コード 9780230103450
• DDC分類 658.408

基本説明

New in paperback. Hardcover was published in 2009. Contents: Part I: The Consumer and the Company of the Future - Part II: Reinventing Corporate Culture - Part III: Accelerating the Momentum of the Corporate Brand.

Full Description

Today, having a respected brand matters a lot, and corporations from Wal-Mart to GE are transforming the way they do business to earn their customers' loyalty. In this timely book, a diverse group of branding gurus illustrate how the most dynamic companies of today are charting a new path for the corporate brand of tomorrow through four key elements: Purpose beyond Profit, Humanized Leadership, Corporate Consciousness, and Collaborative Partnerships. Going forward, corporate culture and social responsibility will sit at the center of brand strategy.

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