Cover image for Good business : your world needs you
Title:
Good business : your world needs you
Author:
Hilton, Steve.
Personal Author:
Publication Information:
New York ; London : Texere, [2002]

©2002
Physical Description:
xvi, 255 pages ; 25 cm
Language:
English
Added Author:
ISBN:
9781587991189

9781587991554
Format :
Book

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HD60 .H53 2002 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

A look at the role of business in society today and tomorrow. The authors show how business can change the world for the better - and be commercially succesful at the same time. Large-scale projects - such as Coca Cola's support of AIDS programmes in Africa - sit alongside smaller schemes - Nike's innovative involvement in attempts to reduce bullying and racism in playgrounds - to illustrate the possibilities. This book is about inspiring change. The message is simple. If you want to change the world, then do it through business. If you want to help your business, then help change the world.


Reviews 2

Publisher's Weekly Review

The message these two former advertising men-turned-social activists present here is simple and clear: if you want to save the world, do it through your business. This idea, the authors contend, transcends altruism. If done well i.e., linking social activism to a company's particular goals and objectives profits will naturally follow. Hilton and Gibbons offer numerous illustrations of how this might work. For example, an oil company might sponsor bike lanes to show its commitment to reducing energy consumption. The company's message to the public might be: "when you need to buy petrol, we want you to buy ours but think about ways to use less of it." What the authors advocate goes beyond social responsibility; they encourage producing products in such a way that no harm is done. They argue for social leadership, suggesting companies use their economic power to actually make the world a better place. Indeed, Hilton and Gibbons founders of a London-based consulting firm whose clients include Coca-Cola and Nike propose ways for companies and governments to do just that. Alas, it takes the authors almost 100 pages to begin to make their points; they spend many of those 100 pages rehashing why corporations should do good and why capitalism is not inherently evil. American readers may find the repeated references to British brands and advertising campaigns off-putting. Still, if readers persevere, they will find an entertainingly written call to action. Agent, Tif Loehnis. (June 15) Forecast: Trade and consumer advertising in the U.S., U.K. and Canada (spinning off of a $150,000 marketing budget) and a 60,000 first printing suggest big things for this title. Talks at the recent World Economic Forum revolved around global business and social good; Hilton and Gibbons's book could strongly tie in to that. (c) Copyright PWxyz, LLC. All rights reserved


Library Journal Review

This work persuasively presents the idea that businesses can and should be socially responsible. Hilton and Gibbons, founders of a London-based consulting firm, have written this book to encourage businesses to start using their resources to improve both the world around them and the image of business in general. The authors address the concerns voiced by the antiglobalization movement and provide examples of how businesses are uniquely equipped to "change the world." The book is arranged in seven chapters, with Chapter 1 discussing the image of the unpopular big business. The next two chapters argue that corporations are good for globalization and human rights and outline why businesses should be socially responsible. The authors then discuss the difference between social responsibility and social leadership. In a chapter on the anatomy of a corporation, which includes such specifics as brand and location, they illustrate, with stories of corporate good works, just how this anatomy can serve both a social and a commercial purpose. The authors argue that a company should focus on a single social issue to change, concluding with suggestions for ways in which governments, nonprofit organizations, citizens, and company managers can promote "good business." Recommended for corporate and academic libraries. Stacey Marien, American Univ. Lib., Washington, DC (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.


Table of Contents

Introduction
1 Orthodoxy- Why is capitalism a dirty word?
Why is big business so unpopular?
Is it as bad as the critics make out?
Or could there be another side to the story?
2 Heresy
The story that's rarely told: why globalization makes the poor richer
How corporations are good for human rights
The best way to end sweatshops and child labor
The good news about global brands
The reasons we should all love profit
The myth of corporate power
3 Responsibility
How the corporations are responding to their critics: cynical cover-up or sincere conversion?
Why business should be socially responsible
The doctrine of corporate social responsibility explained
4 Leadership
Why social responsibility is not enough
We need corporate social leadership
5 Anatomy
How corporate components can have a dual purpose
Social as well as commercial
How brands can work for social change
Eight ways for business to make the world a better place
6 Possibility
Imagine what business could do: four utopian tales
7 Unity
Why everyone should work with business and how all of us can change the world "Risks"
Acknowledgements
Notes
Index