Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand
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Author: Kellie McElhaney, Center for Responsible Business - UC Berkeley
[This book] shows how to gain a powerful competitive advantage by ensuring that CSR practices reinforce a company’s brand identity. [It is] based on extensive research as well as the author’s own consulting experiences with top Fortune 500 companies [such as McDonalds, Nokia, Medtronic, Levi Strauss, Wells Fargo, Birkenstock, Gap, HP, Pepperidge Farm].
Author: Kellie A. McElhaney, Center for Responsible Business - UC Berkeley
[refers to Nike, General Electric, Wal-Mart, American Express , Converse, Gap, Emporio Armani, Motorola, Apple, Hallmark Cards, Dell, Microsoft]