Do good: embracing brand citizenship to fuel both purpose and profit

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Good works are no longer optional. For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability. And it's not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving-and they quickly call out negligence. Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company's DNA. Packed with examples and original data, the five-step model highlights the new rules of business: * TRUST: Deliver on promises * ENRICHMENT: Make daily life easier or more inspiring * RESPONSIBILITY: Treat people and the environment with respect * COMMUNITY: Mirror values shared by customers, employees, and partners * CONTRIBUTION: Make a difference in the world. Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts. -- Provided by publisher.
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ISBN:
9780814438398
9780814438404
9781469008028
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Grouped Work IDa7cf6a09-3a57-2fa8-cb7e-fe364cf15806
Grouping Titledo good embracing brand citizenship to fuel both purpose and profit
Grouping Authoranne bahr thompson
Grouping Categorybook
Grouping LanguageEnglish (eng)
Last Grouping Update2021-07-12 23:50:02PM
Last Indexed2021-07-24 00:07:55AM
Novelist Primary ISBNnone

Solr Details

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auth_author2Gavin, Marguerite.
authorThompson, Anne Bahr,
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display_descriptionGood works are no longer optional. For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability. And it's not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving-and they quickly call out negligence. Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company's DNA. Packed with examples and original data, the five-step model highlights the new rules of business: * TRUST: Deliver on promises * ENRICHMENT: Make daily life easier or more inspiring * RESPONSIBILITY: Treat people and the environment with respect * COMMUNITY: Mirror values shared by customers, employees, and partners * CONTRIBUTION: Make a difference in the world. Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts. -- Provided by publisher.
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subject_facetBUSINESS & ECONOMICS -- Industrial Management
BUSINESS & ECONOMICS -- Management
BUSINESS & ECONOMICS -- Management Science
BUSINESS & ECONOMICS -- Organizational Behavior
Branding (Marketing)
Business
Citizenship
Corporate image
Electronic books
Nonfiction
Social responsibility of business
Sociology
title_displayDo good : embracing brand citizenship to fuel both purpose and profit
title_fullDo good : embracing brand citizenship to fuel both purpose and profit / Anne Bahr Thompson
Do good : embracing brand citizenship to fuel both purpose and profit [electronic resource] / Anne Bahr Thompson
Do good [electronic resource] : Embracing brand citizenship to fuel both purpose and profit. Anne Bahr Thompson
title_shortDo good
title_subembracing brand citizenship to fuel both purpose and profit
topic_facetBUSINESS & ECONOMICS
Branding (Marketing)
Business
Citizenship
Corporate image
Electronic books
Industrial Management
Management
Management Science
Nonfiction
Organizational Behavior
Social responsibility of business
Sociology