Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand

“Kellie is the leading expert and advocate for CSR. There’s simply no one better. We’ve benefited enormously from her counsel and collaboration. I strongly recommend Just Good Business to business leaders who want to make CSR an integral part of their overall brand strategy.” —Gary Elliott, Vice President, Corporate and Brand Marketing, HP “For organizations looking to propel their current CSR efforts, Kellie’s practical and inspiring book is a must-read. Kellie has helped us at McDonald’s to better understand and evolve our thinking around this important subject.” —Bridget Coffing, Vice President, Corporate Communications, McDonald’s Corporation “With clarity and in-depth case studies, Just Good Business shows how to leverage CSR programs by branding them and linking that brand to the corporation and its business model. It changes CSR from random feel-good expenditures to a program that both draws on and supports the firm’s business strategy.” —David Aaker, Vice Chairman, Prophet, and author of Spanning Silos and Brand Portfolio Strategy “Kellie’s thought partnership and deep experience have been a great complement to our efforts, particularly as we have worked to bring CSR to life in our brands. Her book should be required reading for any executive whose company is embracing CSR as a core tenet of business strategy.” —Art Peck, Executive Vice President, Operations & Strategy, Gap Inc.. and President, Gap Inc Outlet

Kellie McElhaney is the John C. Whitehead Distinguished Faculty Fellow in Corporate Responsibility and founding director of the Center for Responsible Business at the Haas School of Business, University of California, Berkeley. She developed and launched the center in January 2003. She consults to many Fortune 500 companies and was named a 2005 Faculty Pioneer for Institutional Leadership in the Aspen Institute’s biennial report Beyond Grey Pinstripes.

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