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audio: Michael Conroy: "Branded! How the Certification Revolution is Transforming Global Corporations"
Author: Michael E. Conroy, principal, Colibrí Consulting – Certification for Sustainable Development, Published on: 28 November 2007
Michael Conroy discusses his new book Branded! about how certification systems, market campaigns, and champions within corporations are driving a major shift in global corporate accountability on social and environmental issues. Rising demand for ethically certified products shows that civil society can use the vulnerability of brand value as leverage to create a new international ethic for corporate behavior.