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Branded!
How the Certification Revolution is Transforming Global Corporations

Making responsible social and environmental choices has not always been a first priority for many corporations, but recent history has changed all that. Small-but-mighty NGOs, using twenty-first century global communications, are nipping at the heels of corporations caught in unethical and irresponsible practices.

NGO market campaigns are moving these companies toward the higher standard now demanded by their clients, their consumers, and society as a whole. The lever that moves these giants is the risk of destroying their carefully built brands if they fail to recognize their moral liability and clean up their practices.

Branded!, the new book by insider Michael Conroy, outlines the ability of NGOs to affect corporate markets. It shows how the development of certification systems for corporate social and environmental practices has created some intriguing questions:

-Why are retail giants paying premiums for ethically-produced products and not overcharging their customers?
- How have NGOs gained such power and credibility?
- What are the challenges of these new modes of corporate accountability for both NGOs and corporations?
-What are the unexpected opportunities for newly accountable corporations?

Rich with vignettes of firms, NGOs, campaigns, responses, failures, hard-nosed negotiating and the sometimes memorable personalities involved, this is a must-read book for corporate executives, NGO leaders and concerned consumers.

150 x 230 mm, 335 pages, paperback.

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