Max S. Dunn

Book: Just Good Business

Posted by: Max Dunn on March 18, 2010 14:00:22

Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand
by Kelli A. McElhaney

After a year in my Sustainable MBA program at Presidio Graduate School, I had thought I knew pretty much everything I had to know about corporate social responsibility (CSR) so I thought that Just Good Business would be pretty boring. I am glad to report that I was wrong.

McElhaney is one of the world's leading experts on CSR strategy and drew on over ten years of CSR consulting engagements to provide some very valuable and hands on information about CSR strategy. I particularly liked her emphasis that companies couldn't fake CSR but really needed to figure out what their core values were and what kind of social responsibility would be the best fit with them. She also provided some great advice about being consistent, simplifying the message, telling the story and dealing with cynics. 

This is a great book for anyone that is trying to understand CSR or implement it at their company.