Submitted by: New Society Publishers
Posted: Feb 19, 2008 – 10:59 PM EST
"Michael Conroy leads us on a remarkable tour de force of the development of certification systems and their impact on business sectors from forest products to retailers. His book is instructive reading for business leaders and civil activists alike." --Travis Engen, former President & CEO, Alcan Inc.
"Branded! is required reading for every global business and NGO senior manager."
-- Barbara Fiorito, Board Chair, Oxfam America Advocacy Fund, Board Chair, Fair Trade Labelling Organizations International.
How are retail giants paying premiums for ethically produced products…and finding that it is good business to do so? The answer is simple: corporations must protect their most precious asset - their carefully built "brands." Small but mighty NGOs have been highly effective in launching "market campaigns" against corporate giants caught in unethical or irresponsible production.
That has led to major changes in corporate practice after the public became aware of worldwide deforestation, global exploitation of coffee farmers, oceans increasingly empty of fish, banks that blindly financed egregiously damaging projects, and the toxics released when computers are recycled!
Just as effectively, these market campaigns validate and affirm the practices of responsible corporations, and some of the world's most powerful and newly accountable company leaders are eager to exhibit their commendable corporate citizenship.
Branded! is a fascinating account of the NGO ability to affect corporate markets directly and the development of "certification systems" for corporate social and environmental practices.
Rich with vignettes of firms, NGOs, campaigns, responses, failures, hard-nosed negotiating, and the memorable personalities involved, this is a must-read book for corporate executives, NGO leaders and concerned consumers.
"I highly recommend Branded! as the best analysis I have ever seen of how and why sustainability certification is helping to transform the global marketplace." -- Barbara Bramble, Senior Advisor for International Affairs, National Wildlife Federation, and Board Chair, Forest Stewardship Council U.S.
About the Author
Michael E. Conroy is an economist who taught for 25 years at the University of Texas. He has spent 12 years in various philanthropic positions in support of certification systems and serves on the boards of several key organizations in the certification field.
Available in bookstores or from the publisher at: www.newsociety.com or 1-800-567-6772
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