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Business on a Mission - Andy Last

Business on a Mission

How to Build a Sustainable Brand

(Autor)

Buch | Softcover
136 Seiten
2016
Greenleaf Publishing (Verlag)
978-1-78353-300-8 (ISBN)
CHF 52,35 inkl. MwSt
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This easy-to-read and engaging book is an introduction to how to build a sustainable corporate brand. Intended as a roadmap, the book includes interviews from business leaders, including Paul Polman of Unilever, and Jonas Prising of ManpowerGroup.
Bronze winner of the AXIOM Business Book Award in the category of Philanthropy, Non-Profit, Sustainability. Please see: http://www.axiomawards.com/77/award-winners/2017-winners

This easy-to-read and engaging book is the perfect introduction to how to build a sustainable brand for your organization. Intended as a roadmap that can be readily applied by busy managers and practitioners, the book includes interviews with business leaders, including Paul Polman of Unilever, Adam Elman of Marks & Spencer, and Jonas Prising of ManpowerGroup to provide insight into best practice and clear guidance for implementation. Throughout, the book avoids jargon and theorizing to ensure readability.




Business on a Mission

is based on more than a decade working with some of the first businesses to develop social missions and shows the foundations behind their success. It looks at how businesses can profit from working hand in hand with society and identifies a model for success. The book demonstrates how businesses can go from hiding behind "social shields" to picking up "social swords" and presents the six criteria to look for in assessing a social mission. It also focuses on how good communications can build trust and bring about positive change; and it provides clear ways to engage employees and improve productivity as well as "rules" for communicating social missions externally.This optimistic book explains the benefits of partnerships in the sustainable development agenda, particularly between businesses and NGOs. The book features guidelines for avoiding dysfunctional partnerships, and presents interviews with Marc Van Ameringen, Executive Director of GAIN (Global Alliance for Improved Nutrition) 2005 to 2016, and Myriam Sidibe, Social Mission Director for Africa, Unilever, on how things can be managed to the benefit of both partners.

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ANDY LAST advises brands and corporates on social purpose and sustainability communications and is a regular speaker and commentator on the power of business to lead positive change. He co-founded salt in 2000.

Chapter 1 - From West Kirby to Kibera

Chapter 2 - Diverging agendas and the Age of Transparency

Chapter 3 - The commercial benefits of a social mission

Chapter 4 - What makes a good social mission?

Chapter 5 - How to build a sustainable brand

Chapter 6 - Communications as a change driver

Chapter 7 - Strange bedfellows

Chapter 8 - The future

Erscheinungsdatum
Verlagsort Saltaire
Sprache englisch
Maße 148 x 210 mm
Gewicht 188 g
Themenwelt Naturwissenschaften Biologie Ökologie / Naturschutz
Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
Wirtschaft Betriebswirtschaft / Management Unternehmensführung / Management
ISBN-10 1-78353-300-5 / 1783533005
ISBN-13 978-1-78353-300-8 / 9781783533008
Zustand Neuware
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