Corporate Social Strategy: Stakeholder Engagement and Competitive Advantage

Corporate Social Strategy: Stakeholder Engagement and Competitive Advantage

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Bryan W. Husted
Cambridge University Press, 11/11/2010
EAN 9780521149631, ISBN10: 0521149630

Paperback, 364 pages, 22.8 x 15.2 x 1.6 cm
Language: English

Can good-will be good business? Firms are increasingly called upon to address matters such as poverty and human rights violations. The demand for corporate social responsibility (CSR) is directed mainly at top management in multinational corporations who are reminded that, in addition to helping to make the world a better place, their commitment to social action will be rewarded by lasting customer loyalty and profits. But is it true that firms that engage in social action will be rewarded with a good name, competitive advantage, superior profits and corporate sustainability? What if it is true for some firms and not for others? This book addresses these and other questions by explaining the how and why of creating value and competitive advantage through corporate social action. It shows how and when firms can develop successful corporate social strategies that establish strong commitments to shareholders, employees and other stakeholders.

List of figures
List of tables
List of appendices
1. Introduction
corporate social strategy
Part I. Fundamentals
2. The ethics of social strategy
3. Theory of the firm and corporate social strategy
4. Overview of the model
how do we build corporate social strategy?
5. Elements of successful corporate social strategy
Part II. The Process of Developing Corporate Social Strategy
6. Competitive environment
7. From stakeholder management to social strategy
8. Resources and capabilities
9. Corporate identity
Part III. Implementing Social Strategy
10. Organizing for social strategy
11. Corporate social strategy management and the multinational company
12. Measurement and evaluation
13. Conclusions
the future of social strategy