Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand By Kellie A McElhaney
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Overview: There are a lot of corporate social responsibility (CSR) initiatives around today, but too many of them are scattershot, well-intentioned but ill-considered. This is a missed opportunity. CSR can offer powerful business advantages, but only if it is carefully aligned with strategic goals and communicated effectively inside and outside the company–in short, if it is just as thoroughly branded as any other corporate activity.
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