GOOD FOR BUSINESS: THE RISE OF THE CONSCIOUS CORPORATION BENETT A. O'REILLY A. WELCH G. GOBHAI C. Księgarnia

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.

Andrew Benett is 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.”

Cavas Gobhai, former CEO of Synectics, is a leading business consultant specializing in strategy and innovation for senior management teams. Over thirty-plus years, he has worked with more than one hundred leading U.S. and international organizations, including Kraft, Coca-Cola, and Bayer.

Ann O’Reilly is content director of Euro RSCG Worldwide’s Knowledge Exchange. She is co-author of The Future of Men (Palgrave 2005) and Buzz (2003).

Greg Welch is global leader for the Consumer Goods & Services Practice at executive search firm Spencer Stuart. He is co-founder of the M50 marketing group and creator of Spencer Stuart’s annual CMO Summit and Marketing Officer Practice.

Table of Cotents

Pt. I The Consumer and the Company of the Future

1 Rethinking the Role of the Corporation 3

2 Welcome to the Consumer Republic 19

3 Four Cornerstones of the Conscious Corporation 39

Pt. II Reinventing Corporate Culture

4 The Corporate Brand of the Future and the Rewards of Reputation 63

5 What It Takes to Be a Leader of Tomorrow 81

6 Creating a Culture to Engage the Talent of Tomorrow 103

7 Empowering Effective Brand Messengers in a Second-Opinion Society 123

Pt. III Accelerating the Momentum of the Corporate Brand

8 Vision, Shmision - Getting Real with a Useful Statement of Direction 147

9 Living the USOD: How to Embed and Sustain It 167

10 Maximizing Tomorrow's Brand Value by Living Clear Values Today 183

Appendix 205

Notes 219

Index 235

256 pages, Hardcover

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.