Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand Review

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Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand ReviewMcEleheney doesn't waste any time getting right into the meat of her business-minded approach to corporate social responsibility and sustainability. Just Good Business is a roadmap for any size organization to shorten the learning curve when engaging in CSR efforts. There are plenty of good-intentioned corporate leaders who fall into the trap of trying to fool customers and stakeholders with distant and unconnected CSR programs like planting trees or mailing out holiday cards linked to a charitable donation program. McElhaney provides a clear, proactive and formulaic approach to avoiding such embarrassing forays. The book is full of real life case examples from top companies that she has advised. The subtitle of the book, The Strategic Guide to Aligning Corporate Social Responsibility and Brand, could not be more appropriate. A key theme throughout the book is the need to connect your CSR efforts to your core business, and again there are plenty of examples of both success and suicide by the business elite.
CSR is often viewed with some skepticism in the business world, but there is nothing naïve in her approach or advice. She has been at this game long enough to know what works, and what doesn't, and this book a compilation of her knowledge and experience in both academia and industry. Just Good Business is written in the style of a good management book, and will be easily understood by executives looking for the boiled-down version of her 15 years of pioneering work in this field. The content is filled with first-hand knowledge of how to sell a CSR program internally, as well as a complete formula for development, implementation and measurement. There is nothing in this text that conflicts with making money, shareholder primacy or efficiency. It is all about building trusted brands that build value. `Best of all, the chapters are short and sweet for reading on the train, plane or in the hotel.
Paul A. King, Sustainability Executive
Bovis Lend Lease
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