Synopses & Reviews
If you want to stop an eight year old boy from smoking - who is he most likely to listen to? parents? teachers? the government? or Nike? If that same boy's parents are buying him a Christmas gift, which will they chose? Sports shoes from the company that only promotes its brand? Or shoes from the company that also uses its brand to promote anti-smoking? In Good Business, the authors argue that in the 21st century, the successful companies will be those that use their power and influence to work for social progress. And they'll do it because making the world a better place will also be the best way to make money.
Review
". . . the success that companies can look forward to when they combine customer interests . . . and meaningful values."
Review
"After Sept. 11, anti-globalization forces used the tragedy as a stimulus to rattle the cages for their cause. Many are saying that big business should be reined in."
Synopsis
In the 21st century, the successful companies will be those that use their power and influence to work for social progress. And they will do it because making the world a better place will also be the best way to make money.
About the Author
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 Britains first social marketing company with clients, including Coca Cola, Sky TV, DaimlerChrysler, Nike, Morgan Stanley Dean Witter and McDonalds. 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 UKs Commission for Racial Equality. Prior to Good Business, Steve Hilton was a campaign manager for Prime Minister John Majors successful 1992 Election. He then moved to Saatchi and Saatchi. His campaigns included Yeltsins 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 UKs National Lottery.
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 globalization makes the poor richer; how corporations are good for human rights; the best way to end sweatshops and child labor; 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 everyone should work with business and how all of us can change the world "Risks" Acknowledgements Notes Index