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Good for Business de Andrew Benett

Good for Business

Autor Andrew Benett, Ann O'Reilly, Cavas Gobhai, Greg Welch
en Limba Engleză Paperback – 7 dec 2010

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.

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Specificații

ISBN-13: 9780230103450
ISBN-10: 0230103456
Pagini: 239
Ilustrații: black & white illustrations, charts
Dimensiuni: 142 x 225 x 17 mm
Greutate: 0.26 kg
Editura: Palgrave MacMillan
Locul publicării:Basingstoke, United Kingdom

Descriere

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.

Cuprins


PART I: THE CONSUMER AND THE COMPANY OF THE FUTURE
Rethinking the Role of the Corporation
Welcome to the Consumer Republic
Four Cornerstones of the Corporate Brand of the Future
PART II: REINVENTING CORPORATE CULTURE
The Conscious Corporate Brand and the Rewards of Reputation
What It Takes to Be a Leader of Tomorrow
Creating a Culture to Engage the Talent of Tomorrow
Creating Effective Brand Messengers in a Second-Opinion Society
PART III: ACCELERATING THE MOMENTUM OF THE CORPORATE BRAND
Vision, Shmision - Getting Real with a Useful Statement of Direction
Living the USOD: Embedding and Sustaining It
Maximizing Tomorrow's Brand Value by Living Clear Values Today
 
 

Recenzii


'In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust.' - Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart 
 
'With their 'Four Cornerstones of the Conscious Corporation' framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice.' - Justin B. Smith, President, The Atlantic 
 
'Good for Business is an excellent guide that shows how transparency and engagement can positively impact a company's reputation. Readers can immediately employ the lessons revealed in the book.' - Steve Fludder, Vice President, Ecomagination, GE 
 
'Good for Business blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and 'humanized' view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there!' - Dan Esty, Yale University, USA and author of Green to Gold 
 
'Discussion centres on replacing vision statements with useful statements of direction…The authors provide practical steps to implement these ideas and include real-world examples…Recommended.' - Choice

Notă biografică


ANDREW BENETT 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.'
 
ANN O'REILLY Content Director of Euro RSCG's Knowledge Exchange. She is co-author of The Future of Men and Buzz.
CAVAS GOBHAI former CEO of Synectics, is a leading business consultant specializing in strategy and innovation for senior management teams. 
GREG WELCH global leader for the Consumer Goods& Services Practice at executive search firm Spencer Stuart. 
 

Caracteristici


 
Praise for hardback from prominent industry figures
The book and the original research is based on a momentum study done by EURO RSCG on which brands are up and coming and which brands are stalled.  Recent data has shown that consumers are beginning to care as much about the company and its 'brand' as it has previously on the actual product
These 4 authors provide expertise in their individual area including over 60 combined years of experience and company support
Unique perspective on importance of corporate brand to consumers