Good for Business: The Rise of the Conscious Corporation
Greg Welch, Andrew Benett, Ann O'Reilly and Cavas Gobhai
September 2009
To secure the patronage of today's more powerful and socially conscious consumer, corporations from Wal-Mart to GE are undergoing an evolutionary transformation in the way they do business — from their operations and strategies to their relationships with customers and communities.
In Good for Business: The Rise of the Conscious Corporation, Spencer Stuart consultant Greg Welch teams up with branding experts Andrew Benett and Ann O’Reilly of Euro RSCG Worldwide and corporate strategist Cavas Gobhai to Illustrate how today’s most dynamic and promising companies are charting a new path for business. The authors show how four key elements will serve as cornerstones of the most successful businesses of the future:
- Purpose beyond profit
- Humanized leadership
- Corporate consciousness
- Collaborative partnerships
In addition to detailing why these elements are critical to brand overhauls, Good for Business offers specific advice to CEOs, CMOs and others on how each can be implemented to prepare companies for a future where corporate culture and social responsibility will sit at the center of brand strategy.
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