The goal of this book is to define Sustainable Value Creation in terms of a set of principles that differentiate it from existing definitions of CSR, and from related concepts such as sustainability and business ethics. To internalize these ten principles is to understand how the firm can respond to stakeholder needs to optimize value creation over the medium to long term. Ultimately, this second edition book aims to reform both business practice and business education. By building a theory that redefines CSR as central to the value creation process, the ten principles of Sustainable Value Creation redefine how firms approach each of their operational functions, but also how these subjects should be taught in universities worldwide. As such, this book will hopefully be of value to instructors as a complement to their teaching, students as a guide in their education, and managers as a framework to help them respond to the complex, dynamic context that they are expected to navigate every day. This book is a manifesto for success in today's complex, dynamic business environment. The book is designed as an easy-to-digest, critical introductory text to CSR. With supporting online teaching resources, it is aimed primarily at the MBA and Executive MBA market, and for CSR, sustainability, and business ethics courses taught by instructors skeptical of existing definitions and organizing principles of CSR, sustainability, or business ethics.

This book is a roadmap to help organizations adopt corporate responsibility and sustainability practices and be fit for purpose in a digital era. It explains why corporate responsibility is the only option in the twenty-first-century post-COVID-19 world, and guides readers through the process of transforming their organizations with continued reference to the importance of technology. This is not a technical manual, and it is not an academic textbook: it is designed to be a quick, easily digested read. The first part looks at the current landscape - both of business and of the world in which it operates. The second part explains why corporate responsibility is the only realistic option for business in the twenty-first-century, post-COVID, and who needs to take responsibility for it. The third part is a step-by-step guide to putting principles into practice, covering: values, stakeholder engagement, employees, supply chain, environment, community, customers and marketing, and reporting and transparency. Each chapter is linked to relevant UN Sustainable Development Goals and supported by dozens of real-world examples. By the end of the book, business leaders will have understood the scope of the challenge involved in leading a truly socially and environmentally responsible organization, and, crucially, will have understood why such a course of action is not only desirable but essential. And they will also have been inspired by a sense of purpose. The book offers direct access to the processes, insights, and techniques for installing corporate responsibility throughout organizations large and small, based on the author's many years' experience working in government and with successful large corporations. It is up-to-date and relevant, addressing the implications of COVID-19 and the modern technological "Fourth Industrial Revolution."

This book is a roadmap to help organizations adopt corporate responsibility and sustainability practices and be fit for purpose in a digital era. It explains why corporate responsibility is the only option in the twenty-first-century post-COVID-19 world, and guides readers through the process of transforming their organizations with continued reference to the importance of technology. This is not a technical manual, and it is not an academic textbook: it is designed to be a quick, easily digested read. The first part looks at the current landscape - both of business and of the world in which it operates. The second part explains why corporate responsibility is the only realistic option for business in the twenty-first-century, post-COVID, and who needs to take responsibility for it. The third part is a step-by-step guide to putting principles into practice, covering: values, stakeholder engagement, employees, supply chain, environment, community, customers and marketing, and reporting and transparency. Each chapter is linked to relevant UN Sustainable Development Goals and supported by dozens of real-world examples. By the end of the book, business leaders will have understood the scope of the challenge involved in leading a truly socially and environmentally responsible organization, and, crucially, will have understood why such a course of action is not only desirable but essential. And they will also have been inspired by a sense of purpose. The book offers direct access to the processes, insights, and techniques for installing corporate responsibility throughout organizations large and small, based on the author's many years' experience working in government and with successful large corporations. It is up-to-date and relevant, addressing the implications of COVID-19 and the modern technological "Fourth Industrial Revolution."

Relationship management, key account management and customer orientation are concepts that have become central to modern management. This book is dedicated to illustrating and reflecting these concepts and their corresponding methods and instruments in depth. It is thereby focused on the business-to-business realm and equally applies to traditional industrial markets as well as to business-to-business services. Contributions include state-of-the-art research results that are conveyed in a comprehensible fashion to be applied in both executive education as well as in practice.

Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets. Conversations among consumers on social media now have an unprecedented ability to shape attitudes toward people, products, services, brands and to influence buying decisions. Consequently, the digital era brings to the fore the importance of interpersonal relations and the power of personal recommendations. This book is the first to empirically investigate how the form and appeal of marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market. The author focuses on motivations and reveals why people exchange opinions about brands, products and services in the digital environment. The book summarizes the existing research on marketing communications, social media and word of mouth, provides a cutting-edge knowledge based on the analysis of the actual behavior of consumers and rules of effective marketing communications in social media. This research-based book is written for scholars and researchers within the fields of marketing and communication. It may also be of interest to a wider audience interested in understanding how to use social media to influence electronic word of mouth.

Most companies today are firmly on the social and environmental issues 'bandwagon', like bees around a honey pot, from plastic in oceans through to diversity. As a result, people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more. "Try to fly like a superman, and you will come down like a tin of soup." Market economists have long told us that we're driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness. Through extensive growth and affinity research, world-renowned purpose-pioneer, Thomas Kolster, uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a 20-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global non-profits fighting for men's health, Movember - and how you can empower people to do the same. Today's power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers. Drawing on top-line marketing case studies and in-depth interviews, Kolster demonstrates how people are truly motivated to act when they're in charge of their own life and happiness. 'Who can you help me become?' is the one essential question you need to be asking and acting on to chart a new course for your organisation, changing behaviours at scale and unlocking sustainable growth that benefits all.

The development of communication technology and the proliferation of centers that collect, interpret, and transmit information does not mean that communities have become a more transparent and enlightened environment. If anything, the pioneering research of modern communication signifies the ambiguity of individual and collective existence. Myth in Modern Media Management and Marketing is an essential reference source that discusses the analysis of the role of myth and mythical thinking in the operation of media organizations and their functioning on the media market. Featuring research on topics such as social media, brand management, and advertising, this book is ideally designed for social media analysts, media specialists, public relations managers, media managers, marketers, advertisers, students, researchers, and professionals involved with media and new media management.

"It's time to address the enormous cost of the strategy-sales gap."
The most crucial connection in an organization seeking to grow is between sales and strategy. But if your company is like most, instead of a strong connection there is a widening gap and too little bang for the buck. This book will help turn the tide for your organization.
US companies, for example, invest almost $900 billion annually in their sales forces--more than three times the amount they spend on all media advertising, and twenty times more than the total spent on digital marketing. Yet research indicates that, on average, companies deliver only about 50 to 60 percent of the financial performance their strategies promise. That's a lot of wasted money and managerial effort.
"Aligning Strategy and Sales" will help you close the gap, establish the needed connections, and improve both sales and strategy in your organization. From the author's research, practice, and years of work with firms across many industries, you'll learn how to improve performance by:
- Articulating strategy in ways that busy people can understand and embrace, and then translating strategic choices into sales tasks that bring results.
- Hiring, compensating, and measuring salespeople and performance in ways that are consistent with strategic goals.
- Selecting and developing people who can manage as well as sell, and finding practical ways to improve the coordination between sales and other functions required for profitable growth.
Usable, thoughtful, and clear, this book will help you drive performance, evaluate sales numbers, and hire or train the people who deal with your customers--from sales and functional heads to HR and the C-suite. Informed by the author's experience and research as a business manager, board member, consultant, and professor at Harvard Business School, "Aligning Strategy and Sales" provides the know-how and tools to do exactly what its title promises.

This book examines how public relations might re-imagine itself as an instrument of "sustainable citizenship" by exploring alternative models of representing and building relationships with and among marginalised publics that disrupt the standard discourses of public relations. It argues that public relations needs to situate itself in the larger context of citizenship, the values and ethics that inform it and the attitudes and behaviours that characterize it. Interlacing critical public relations with a theoretical fabric woven with strands of postcolonial histories, indigenous studies, feminist studies, and political theory, the book brings out the often-unseen processes of relationship building that nurtures solidarity among historically marginalized publics. The book is illustrated with global cases of public relations as sustainable citizenship in action across three core elements of the earth - air, water, and land. In each of the cases, readers can see how resistance movements, not necessarily aligned with any specific organization or interest group, are seeking to change the status quo of a world increasingly defined by exploitation, overconsumption, sectarianism, and faux nationalism. This challenging book will be of interest to students and scholars of not only public relations but also the broader social and management sciences who are interested in issues of environmental and social justice.

Building Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms but also for customers and stakeholders. Working step-by-step through strategy development, this book empowers those responsible for creating or managing new products or services to have the right mindset, understand the most important marketing tools that they can use and apply these to create unprecedented levels of value. Founded on the principle of Service Dominant Logic, the book is organized into three key sections: "The Value Mindset," "The 12 Building Blocks of Value," and "Value-Focused Marketing in Action," which walk through the process of value-focused product and service development. The strategies and tools put forward have been tested successfully across multiple industries and countries and are grounded in academic theory, emphasized by real-life case studies throughout. Readers will gain the ability to align their marketing scholarship and practices with the current definition of why a business exists and the role that marketing plays within these business practices. This is essential reading for those studying Marketing Planning and Strategy at Advanced Undergraduate, Postgraduate and MBA levels. Its uniquely applied approach also makes it an excellent guide for marketing practitioners and institutions offering professional qualifications.

Organizations are ethically, morally, and legally required to maintain safe workplaces that protects employees, visitors and anyone who frequents their establishments. But why do organizations that employee uniformed security personnel as part of their overall workplace violence prevention program still struggle to create and maintain the safest possible workplaces? To meet these obligations organizations often employ uniformed security officers to deter, observe, and report criminal behavior, and in some contexts, they physically interact with dangerous individuals to protect employees, consumers and visitors from violent behaviors. Unfortunately, many organizations don't utilize their security personnel to their fullest potential and organizational and community members continue to be victims of workplace violence. This book identifies the flawed principles, policies and personnel decisions that organizations use, and it provides practical solutions to address them. The book covers two major themes: the misapplication of law enforcement community safety principles to private, free-market businesses and the use of risk aversive philosophies to their security officer's activities. This book covers the principles, policies and personnel necessary for maximizing the effectiveness of uniformed security personnel to successfully mitigate potential workplace violence and create and maintain safe organizations. There is a strong need for this book since workplace violence prevention has taken on a new focus due to increases in workplace violence incidents and new laws requiring organizations to take a more serious approach to workplace violence prevention. The healthcare and campus markets are most affected by these laws and are under public scrutiny because of their vulnerable populations. These two markets combined employ the most non-contract, propriety private security personnel in the country. Both markets rely on uniform security officers to create and maintain safe communities and play an important role in their respective workplace violence prevention plans.

Over the last three decades the world economy has grown strongly on the back of 'globalization' supported by the policies of free-trade, open markets and privatisation. Support has also grown for the concept of 'sustainability', meeting the needs of the present without compromising the ability of future generations to meet their own needs. But as the Earth's systems come under increasing strain, the inherent conflict between sustainability and globalization has been exposed. Green Outcomes in a Real World examines the shift in thinking required to reconcile these two important areas of policy. In this ground breaking book, Peter McManners has coined the term 'Proximization' to define a new policy framework. The principles of Proximization are: 'sustainability', 'subsidiarity', 'primacy of the state' and 'market economics' and the application of these familiar concepts towards a sustainable globalised world is novel and different. The author argues that adherence to the principles of proximization will return world society to a stable natural order, and will mean changes. Global commodity flows will reduce and barriers to migration will increase. National governments will demand more control over their finances leading to restrictions on capital flows. Indeed, Peter believes that an element of 'selfish determination' is needed. The new world order will be sustainable by design. Global organisations such as the UN, national governments and global corporations will have to understand and apply a different paradigm. The arguments in this book do not reflect the idealism or even naivety of some of the green movement. This book is about hard-edged reality presented by an author with huge experience and a deep understanding of the business perspective. It will appeal to a wide range of professionals involved in setting policy and future direction for businesses, governments, and non-governmental bodies, as well as to those with an academic interest in business, economics, social and environmental issues, and public policy.

Based on a theoretical analysis and supported by both explorative qualitative and quantitative research, this book examines the many reasons why an initiative becomes an innovation and why some organizations are better at innovation than others. Developing Capacity for Innovation in Complex Systems offers insights into the history of the idea of innovation, as well as knowledge around different discourses on innovation. The purpose of this book is to help organisations further their aspirations and work with innovation. It is based on three premises: (1) that capacity can be developed, (2) that it is worthwhile trying to do so, and (3) there are however no guarantees for success. Providing a comprehensive view of innovation and discussing the theoretical challenges, the book contributes towards a holistic theory for capacity building for innovation. The book conveys frameworks, methodologies, and tools that are used in terms of innovation, and it explains positive strategies for innovation that are being developed. Complexity theory is presented and attributed to the construct of innovation to further the understanding of the intricacies and fallacies of innovation work. This book will be of direct interest to scholars and subject matter experts in the field of innovation management. Business leaders and reflective practitioners will find the content relevant and accessible.

Political Management lays out the core tools to manage government, campaigns and parties. The first book to combine management concepts with politics and government, it provides core theories for what Political Planning, Political HR, Political Organising, Political Leadership and Political Reviewing involve, illustrated with high level political practitioner interviews, examples and political documents. The text presents the 4 Ds of Political Management - Deliberating, Designing, Doing and Dancing - to convey that Political Management is more of a dance than a march. Even presidents and prime ministers do not have enough formal authority to control the myriad of practitioners, players, processes and policies involved in 21st century governance. In this book, the author demonstrates why political practitioners in campaign teams, parties, government departments and political offices need political management tools to utilise the resources they have available and overcome multiple obstacles that practical politics presents. By offering a clear sense of what political management involves and providing the theoretical frameworks to be used in empirical research, this book will stimulate significant future study. It will be invaluable to practitioners, scholars and students in politics, government, policy, leadership, management, public administration, and political management.

In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

In a 'video first' world, video is one of the most effective tools marketers can use to raise brand awareness, engage consumers, drive website traffic and increase sales. Video Marketing takes a step-by-step and in-depth look at planning and creating great video campaigns, as well as activating, testing and measuring their success. Featuring case studies from global household names such as adidas, Kleenex, and Red Bull, it explores which video types and platforms brands should use, using multi-video campaigns, live videos and webinars, as well as creating and editing video campaigns on a budget using DSLRs and smartphones. Updated with the latest developments, this second edition of Video Marketing contains new chapters on understanding your audience and buying media space on ad networks and social media, as well as further content on personal and personalized content and avoiding potential pitfalls such as frauds, fake views and updates. Accompanying online resources consist of video links for campaigns discussed in the book and a downloadable strategy planner for readers to complete and put into action.

This book facilitates a systematic comprehension of internal workings of corporate governance in practice. Facets of this multidisciplinary, constantly evolving field are discussed and interrelationships among them are explained to provide insights on how certain precepts come into play for various roles in governance. This book pragmatically explains and illustrates with a view to integrate. To keep the scope achievable, the emphasis is placed on the U.S.-based companies; where possible, differences in governance around the world are identified. Three rich sources of knowledge help shape the message of this book: existing paradigms, personal experience in governance, and research on issues and challenges of governance. Features: Permits a holistic view of the complex corporate governance landscape. Discusses and generously illustrates the practice of corporate governance. Aids understanding of issues and challenges of corporate governance. Identifies ways to advance the value of one's role in corporate governance. Teaches how to avoid crucial mistakes that compromise the value of one's contribution in the governance process. If you are a professional accountant, securities lawyer, economist, financial analyst, auditor, executive, entrepreneur, or an investor, you will find the book helpful in understanding the entire landscape of governance fairly quickly. Those already involved in the governance arena may find the book refreshing, and may use it to coach others. This book can serve as a reference book in any offering of a course at any academic level.

One of the world's most prolific creative industries, the Indian movie industry has received scant attention for its spirit of enterprise. Indian Movie Entrepreneurship addresses this omission. For many readers, it might come as a surprise that the Indian movie industry is not just Bollywood and that it has several regional clusters, which are just as vibrant, with a significant output. The authors begin by outlining the contours of Indian cinema and the different regional language hubs that form part of the larger picture. The reader is then offered a glimpse into the actual process of making a film from day zero to release day. The key players in the Indian movie ecosystem are analysed, with the central role of the producer highlighted. Concluding with a look into the future of the entrepreneurial process in the Indian movie industry, the authors illuminate the shifting parameters of distribution and exhibition. Appealing to those interested in understanding the entrepreneurial journey of the Indian movie industry, the book provides a sneak peek into the business landscape of India more broadly.

The concept of value has been at the heart of marketing thought and practice. Marketers strive to develop a unique value proposition to satisfy the needs of customers in order to create a differentiated offering to targeted customers, be they end consumers or business users. It is the unique value delivered by products and services that defines firm's competitive market positioning. Recent advances in marketing theory have enhanced the interpretation of value in terms of its types, manifestations and determinants. Value in marketing is delivered to customers, stakeholders, shareholders, ecosystems and society. While the literature has been unanimously emphasizing the economic interpretation of value, measured in money terms, marketing has been at the forefront of critical thinking bringing to the fore new meanings and interpretations of value that have unlocked the psychological, emotional, social and ecological value of products and services to customers. It is the marketing thought that has extended the understanding of value-in-use and has indisputably positioned value in context. Marketing has developed the notion of value delivered by intangible assets that can create much greater value than the tangible product and/or service. Marketing has unravelled the multi-layered nature of value to the customer and thus augmented the meanings and interpretations, as well as the analytical and practical potential of this notion. Consequently, we see the need to revisit the concept of value in marketing in order to address its complexity. This book sets to provide an insight in the concept of value in marketing in its contemporary interpretation and level of development. The aim is to offer an overview of debates and developments in our understanding of value in marketing that can raise the awareness of the scholarly and business communities of its pivotal importance for businesses and consumers. Value in Marketing presents reflections and analysis of value in marketing by consecutive generations of scholars who have made theoretical contribution to the contemporary understanding of the concept, its interpretations, dimensions and importance. The chapters address various issues including: customer value development, implications, and trajectories; intra-variable and inter-variable perspectives of value; the importance of the value concept in the international marketing context; value developed in networks that is intrinsically associated with knowledge creation in the internationalization, meanings and interpretations of value in diverse contexts that help us develop further the dimensions of the concept. We trust the book will be of interest to researchers, scholars and students in the fields of marketing management and international business, and to people who wish to have a better understand what marketing really brings to consumers.

This book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse. Exposed to such practices, consumers have grown tired of meaningless offers coupled with the destruction of value as prices are driven down. As a result, today's marketing professionals find themselves in the firing line of a combat focused on greater social responsibility and environmental sustainability. Thanks to new ways of understanding consumers and branding, this book suggests how such a challenge can be met. Through the presentation of experiences, studies and concrete cases, the reader gains a tangible, fresh perspective on marketing: a new global, responsible, creative and collaborative model that helps respect sustainable consumption. Implicative Marketing presents a paradigm shift, one that will be of considerable interest not just to academics and their students, but also to marketing practitioners.

This book examines the development of sport sponsorship and its impact on global public health. It argues that sport governing bodies should not continue to treat fans solely as consumers, and that a more ethical approach should be taken to sport sponsorship. Drawing on research from sport studies, marketing and public health, the book presents a brief history of advertising and marketing in sport, including the importance of tobacco in the development of sport sponsorship, before exploring key aspects of the contemporary relationship between sport and corporate sponsors, including mega-events, digital technologies, and brand engagement. It offers an in-depth case study of sponsorship in the English Premier League - one of the world's most successful sporting properties - before considering how sport might be better regulated, now and in the future, to better protect the interests of fans and other stakeholders from a health perspective. The book features a number of insightful images showcasing sport sponsorship in connection with tobacco, mega-events, alcohol, junk food and drink, and gambling over the years. Addressing a topical and hugely important issue, this is important reading for students, researchers, practitioners and policy makers with an interest in sport business and management, the ethics of sport, physical activity and health, event studies, marketing or public health.

This book analyses corporate rescue laws, processes and policies prescribed in corporate insolvency or bankruptcy laws, and employment laws of the UK and the US, with a particular focus on how extant employee rights are treated when a debtor employer initiates corporate insolvency proceedings. The commencement of formal insolvency proceedings by an employer affects employees' rights and interests. Employment laws seek to protect employees' rights and interests, while insolvency laws seek to promote corporate rescue, which may entail workforce changes. Consequently, this creates a tension between whose interest insolvency law should give primacy of protection. The book analyses how corporate rescue processes such as administration, pre-pack business sales, company voluntary arrangements, receivership and liquidation impact employee rights and protection during corporate rescue proceedings in both jurisdictions. It goes on to address how the federal system of government in the US and the diffusion of power between federal and state law jurisdictions impact a uniform code of employee protection during Chapter 11 bankruptcy reorganisation proceedings. The book considers how an interpretative approach to law (Dworkin's Interpretative Theory of Law) may be used to balance both employee protection and corporate rescue laws during corporate insolvency in the UK and the US. Of interest to academics, students and employment law practitioners, this book examines the tension between corporate rescue laws and employment protection laws during corporate insolvency in the US and the UK and how this tension may be remedied or balanced.

This book explores the intersection of two emergent and vibrant fields of study in international human rights law: transitional justice and corporate accountability for human rights abuses. While both have received significant academic and political attention, the potential links between them remain largely unexplored. This book addresses the normative question of how international human rights law should deal with corporate accountability and violations of economic, social and cultural rights in transitional justice processes. Drawing on the Argentinian transitional justice process, the book outlines the theoretical and practical challenges of including corporate accountability in transitional justice processes through existing mechanisms. Offering specific insights about how to deal with those challenges, it argues that consideration of the role of all actors, and the whole spectrum of human rights violated, is crucial to properly address the root causes of violence and conflict as well as to contribute to a sustainable and positive peace. This interdisciplinary book will be of interest to students and scholars of transitional justice, human rights law, corporate law and international law.