Cause for Success

Stung by corporate scandals and media mayhem, many companies have begun integrating terms like "e;sustainable business,"e; "e;conscious capitalism,"e; and "e;ethical business"e; into their annual reports. Is it more corporate greenwashing or are businesses today really changing how and with whom they do business? Can corporate social responsibility become a new business standard? When it comes to implementing the kind of business strategies that create vital social and economic returns, many corporate leaders find themselves at a loss. "e;This is because, unlike branding or accounting, there are far too few solid industry case studies that profile the success stories and how those companies got there,"e; says author and award-winning marketing specialist Christine Arena. Arena finds reasons to be optimistic while she examines new business paradigms for doing good and translating that good into profit. From Hewlett-Packard to British Petroleum to Stonyfield Farms and The Body Shop, Cause For Success profiles two case-study companies per chapter, exploring ideas such as philanthropy partnerships, ethics-driven businesses, how companies are serving the world's poor, bottom-line advantages of standing for social justice, as well as how some of the worst corporate citizens have become some of the best.