La Empresa Ciudadana Como Empresa Responsable Y Sostenible

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La empresa ciudadana como empresa responsable y sostenible

Author : Josep M. Lozano
Publisher :
ISBN 13 : 9788498790573
Total Pages : 176 pages
Book Rating : 4.7/5 (95 download)

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Book Synopsis La empresa ciudadana como empresa responsable y sostenible by : Josep M. Lozano

Download or read book La empresa ciudadana como empresa responsable y sostenible written by Josep M. Lozano and published by . This book was released on 2009 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: En los últimos años ha habido en España un importante debate y muchos progresos en lo que se refiere a la responsabilidad social de la empresa (RSE). Se ha avanzado mucho en el desarrollo de la agenda de la RSE y en la diseminación de modelos de gestión. Todos estos avances se han visto acompañados de un cierto debate ideológico que, paradójicamente, siempre desemboca en la demanda de una mayor clarificación de lo que cabe entender por RSE. El presente libro se sitúa en esta encrucijada. Cabe considerarlo como una crónica y, a la vez, una síntesis de toda esta discusión. Pero, en último término, lo que propone es una manera de entender la RSE y una manera de aproximarse a ella: supone pues, también, una toma de posición. A partir de la distinción entre acción social, responsabilidad social de la empresa, empresa responsable y sostenible y empresa ciudadana, el autor clarifica las diversas maneras de aproximarse a las relaciones entre empresa y sociedad, y opta por la expresión empresa ciudadana como marco de referencia para entender el nuevo papel que la empresa puede desempeñar en la sociedad contemporánea. Partiendo de este enfoque se ofrece aquí una relectura de temas fundamentales para la gestión empresarial, como pueden ser la relación con los grupos de interés, el desarrollo de los valores y la ética de una organización, la rendición de cuentas o qué se entiende por éxito empresarial.

Academic Social Responsibility

Author : Agata Stachowicz-Stanusch
Publisher : IAP
ISBN 13 : 1641132329
Total Pages : 267 pages
Book Rating : 4.6/5 (411 download)

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Book Synopsis Academic Social Responsibility by : Agata Stachowicz-Stanusch

Download or read book Academic Social Responsibility written by Agata Stachowicz-Stanusch and published by IAP. This book was released on 2018-04-01 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book Academic Social Responsibility - Sine Qua Non for Corporate Social Performance is our endeavor to disseminate the awareness of the significance of responsible (especially management) education not only for academic stakeholders, but for the whole society. It is an interesting combination of theories, studies, recognitions, and experiences gained by authors from different countries, institutions, who function in various institutional and cultural conditions. The book is divided into “Introduction” and three parts: “Towards the Socially Responsible University”, “Socially Responsible Education for Enterprise Development”, “Human Voice in Responsible Management Education”. The authors present fresh concepts for socially responsible university, their impact on real business performance as well as discussions on specific issues when implementing academic social responsibility in practice.

Financial Management and Risk Analysis Strategies for Business Sustainability

Author : Enríquez-Díaz, Joaquín
Publisher : IGI Global
ISBN 13 : 1799876365
Total Pages : 320 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Financial Management and Risk Analysis Strategies for Business Sustainability by : Enríquez-Díaz, Joaquín

Download or read book Financial Management and Risk Analysis Strategies for Business Sustainability written by Enríquez-Díaz, Joaquín and published by IGI Global. This book was released on 2021-04-02 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: In light of the Sustainable Development Goals, sustainability is a factor to consider for understanding the changes that are coming in the business world and in different areas of management. Companies must reorient their business objectives towards sustainable and responsible production for the environment and society. In this context of change, it is important to open the debate and obtain more thorough knowledge on how companies should change their leaderships strategies and carry out their financial planning, as well as analyze the risk of their clients and innovative projects that respect the environment. Financial Management and Risk Analysis Strategies for Business Sustainability proposes a series of practical and theoretical perspectives on how the business world has to evolve to adapt to the new situation the world has reached due to undeniable climate change forcing businesses to redefine their productive processes and internal organization. Topics highlighted include financial management procedures, corporate social responsibility, risk analysis, financial literacy, and innovation in sustainability and sustainable development. This book is a useful reference source for managers, executives, engineers, business professionals, financial analysts, researchers, academicians, and students in the areas of management, human resources, accounting and finance, taxation, environmental economics, and some engineering areas.

Humanistic Management in Latin America

Author : Consuelo A. García-de-la-Torre
Publisher : Routledge
ISBN 13 : 100038490X
Total Pages : 173 pages
Book Rating : 4.0/5 (3 download)

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Book Synopsis Humanistic Management in Latin America by : Consuelo A. García-de-la-Torre

Download or read book Humanistic Management in Latin America written by Consuelo A. García-de-la-Torre and published by Routledge. This book was released on 2021-05-10 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: Humanistic management has been part of a growing conversation about a different approach to management that contributes to dignity in the workplace and better organisations overall. The theoretical concepts have mostly derived from developed countries. This book seeks to redress the balance and looks at the development and application of the concepts, approaches and models of inequality, corruption, poverty, and uncertainty in the context of Latin America. The book provides a comprehensive overview of what is happening in Latin America in terms of Humanistic Management and the promotion of the Sustainable Development Goals. The first section describes the development of Humanistic Management by reviewing two different schools that have strongly influenced the discipline: the Montreal School and the Saint Gallen School. Humanistic Management is then presented as a model that can be used by scholars and practitioners in Latin America. The third part aims to explore how Humanistic Management has been, and could be, implemented across different organizations and business sectors in Latin America. Part four examines the implications of Humanistic Management for external stakeholders such as customers and consumers, suppliers, community, government, and universities. Finally, the conclusion provides new approaches to Humanistic Management for Latin America. Humanistic Management in Latin America will serve as a key reference and resource for teachers, researchers, students, experts and policy makers, who want to acquire a broad understanding of social responsibility and business across the world.

Social Responsibilities of the Businessman

Author : Howard R. Bowen
Publisher : University of Iowa Press
ISBN 13 : 1609382064
Total Pages : 267 pages
Book Rating : 4.6/5 (93 download)

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Book Synopsis Social Responsibilities of the Businessman by : Howard R. Bowen

Download or read book Social Responsibilities of the Businessman written by Howard R. Bowen and published by University of Iowa Press. This book was released on 2013-12-01 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate social responsibility (CSR) expresses a fundamental morality in the way a company behaves toward society. It follows ethical behavior toward stakeholders and recognizes the spirit of the legal and regulatory environment. The idea of CSR gained momentum in the late 1950s and 1960s with the expansion of large conglomerate corporations and became a popular subject in the 1980s with R. Edward Freeman's Strategic Management: A Stakeholder Approach and the many key works of Archie B. Carroll, Peter F. Drucker, and others. In the wake of the financial crisis of 2008–2010, CSR has again become a focus for evaluating corporate behavior. First published in 1953, Howard R. Bowen’s Social Responsibilities of the Businessman was the first comprehensive discussion of business ethics and social responsibility. It created a foundation by which business executives and academics could consider the subjects as part of strategic planning and managerial decision-making. Though written in another era, it is regularly and increasingly cited because of its relevance to the current ethical issues of business operations in the United States. Many experts believe it to be the seminal book on corporate social responsibility. This new edition of the book includes an introduction by Jean-Pascal Gond, Professor of Corporate Social Responsibility at Cass Business School, City University of London, and a foreword by Peter Geoffrey Bowen, Daniels College of Business, University of Denver, who is Howard R. Bowen's eldest son.

Education for Sustainable Development Goals

Author : Rieckmann, Marco
Publisher : UNESCO Publishing
ISBN 13 : 9231002090
Total Pages : 67 pages
Book Rating : 4.2/5 (31 download)

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Book Synopsis Education for Sustainable Development Goals by : Rieckmann, Marco

Download or read book Education for Sustainable Development Goals written by Rieckmann, Marco and published by UNESCO Publishing. This book was released on 2017-03-20 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Extractive Sector and Civil Society

Author : Flavia Milano
Publisher : Inter-American Development Bank
ISBN 13 :
Total Pages : 248 pages
Book Rating : 4./5 ( download)

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Book Synopsis Extractive Sector and Civil Society by : Flavia Milano

Download or read book Extractive Sector and Civil Society written by Flavia Milano and published by Inter-American Development Bank. This book was released on 2018-10-16 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: 4% of Latin America and the Caribbean’s GDP comes from the extractive sector. This figure is equivalent to the amount generated by agriculture in the same region. An effective engagement between governments, companies, and civil society is required to propel sustainable development. With this regional diagnosis of countries rich in natural resources like Argentina, Chile, Colombia, Mexico, Peru, and the Dominican Republic, the IDB seeks to shed light on best practices among stakeholders of the extractive sectors. It focuses in actions of information, dialogues, consultations, collaborations, and partnerships that are driving development in the region. From the findings of the diagnosis, 3 roadmaps were drafted, to guide the stakeholders in strengthening their engagement.

We the Corporations: How American Businesses Won Their Civil Rights

Author : Adam Winkler
Publisher : Liveright Publishing
ISBN 13 : 0871403846
Total Pages : 485 pages
Book Rating : 4.8/5 (714 download)

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Book Synopsis We the Corporations: How American Businesses Won Their Civil Rights by : Adam Winkler

Download or read book We the Corporations: How American Businesses Won Their Civil Rights written by Adam Winkler and published by Liveright Publishing. This book was released on 2018-02-27 with total page 485 pages. Available in PDF, EPUB and Kindle. Book excerpt: National Book Award for Nonfiction Finalist National Book Critics Circle Award for Nonfiction Finalist A New York Times Notable Book of the Year A Washington Post Notable Book of the Year A PBS “Now Read This” Book Club Selection Named one of the Best Books of the Year by the Economist and the Boston Globe A landmark exposé and “deeply engaging legal history” of one of the most successful, yet least known, civil rights movements in American history (Washington Post). In a revelatory work praised as “excellent and timely” (New York Times Book Review, front page), Adam Winkler, author of Gunfight, once again makes sense of our fraught constitutional history in this incisive portrait of how American businesses seized political power, won “equal rights,” and transformed the Constitution to serve big business. Uncovering the deep roots of Citizens United, he repositions that controversial 2010 Supreme Court decision as the capstone of a centuries-old battle for corporate personhood. “Tackling a topic that ought to be at the heart of political debate” (Economist), Winkler surveys more than four hundred years of diverse cases—and the contributions of such legendary legal figures as Daniel Webster, Roger Taney, Lewis Powell, and even Thurgood Marshall—to reveal that “the history of corporate rights is replete with ironies” (Wall Street Journal). We the Corporations is an uncompromising work of history to be read for years to come.

La responsabilidad social de la empresa ante el espejo. Carencias, complejos y expectativas de la empresa responsable en el siglo XXI

Author : Fernando Casado Cañeque
Publisher : Universidad de Zaragoza
ISBN 13 : 8477338663
Total Pages : 169 pages
Book Rating : 4.4/5 (773 download)

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Book Synopsis La responsabilidad social de la empresa ante el espejo. Carencias, complejos y expectativas de la empresa responsable en el siglo XXI by : Fernando Casado Cañeque

Download or read book La responsabilidad social de la empresa ante el espejo. Carencias, complejos y expectativas de la empresa responsable en el siglo XXI written by Fernando Casado Cañeque and published by Universidad de Zaragoza. This book was released on 2006-12-04 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Se describen la evolución histórica de la Responsabilidad Social de la Empresa (RSE) y las herramientas actuales disponibles para gestionar sus efectos. Se ponen en evidencia las carencias que impiden su integración armónica en la gestión diaria de la empresa. Se valora si la participación actual indica un verdadero cambio cultural de la empresa o simplemente una estrategia para ampliar la cuota de mercado en una sociedad más sensibilizada.

The North American Mosaic

Author : Commission for Environmental Cooperation (Montréal, Québec). Secretariat
Publisher :
ISBN 13 :
Total Pages : 240 pages
Book Rating : 4.3/5 ( download)

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Book Synopsis The North American Mosaic by : Commission for Environmental Cooperation (Montréal, Québec). Secretariat

Download or read book The North American Mosaic written by Commission for Environmental Cooperation (Montréal, Québec). Secretariat and published by . This book was released on 2001 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: The North American Mosaic has four overarching features. First, it is, to the extent feasible, based on comparable information on the status and trends of major indicators of the state of the environment in Canada,Mexico, and the United States. Second, the report confirms that these three countries together make up an incredibly complex, dynamic, and interconnected ecosystem in which humans play a dominant and decisive role. Third, the report raises important and sometimes disquieting questions concerning the sustainability of some current trends. Finally, the report is a reminder that our economic, social, and physical well-being are utterly dependent on the life-sustaining services provided by nature. This report emphasizes the importance of developing mutually compatible economic, social, and environmental goals and policies across the three-country region.

Responsabilidad social corporativa

Author : Ricardo Fernández García
Publisher : Editorial Club Universitario
ISBN 13 : 8484548961
Total Pages : 412 pages
Book Rating : 4.4/5 (845 download)

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Book Synopsis Responsabilidad social corporativa by : Ricardo Fernández García

Download or read book Responsabilidad social corporativa written by Ricardo Fernández García and published by Editorial Club Universitario. This book was released on 2010-03-05 with total page 412 pages. Available in PDF, EPUB and Kindle. Book excerpt: La responsabilidad social de la empresa (RSE), también denominada responsabilidad social corporativa (RSC) es esencialmente, un concepto con arreglo al cual las empresas deciden voluntariamente contribuir al logro de una sociedad mejor y un medio ambiente más limpio. Pretende buscar la excelencia en la empresa, atendiendo con especial atención a las personas y sus condiciones de trabajo, así como a la calidad de sus procesos productivos con la incorporación de las tres facetas del desarrollo sostenible: la económica, la social y la medioambiental lo cual favorece la consolidación de la empresa, promueve su éxito económico y afianza su proyección de futuro. El debate, por tanto, se centra en cuál debe de ser el grado de implicación de la empresa con sus propios accionistas, con sus trabajadores, con sus clientes, con sus proveedores y con la comunidad en donde actúa. Esto permite que conceptos como el desarrollo sostenible, la mejora continua de las condiciones de seguridad y salud en el trabajo o la responsabilidad ciudadana de la empresa se coloquen en el centro de la discusión.

Peru

Author : World Bank
Publisher : World Bank Publications
ISBN 13 : 0821385755
Total Pages : 172 pages
Book Rating : 4.8/5 (213 download)

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Book Synopsis Peru by : World Bank

Download or read book Peru written by World Bank and published by World Bank Publications. This book was released on 2011-01-10 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Peru Country Program Evaluation for the World Bank Group, 2003-2009 is part of IEG s country program evaluation series. To date, IEG s in-depth country evaluations have comprised IEG-WB Country Assistance Evaluations (CAEs) and IEG-IFC Country Impact Reviews (CIRs). Both the CAEs and CIRs have involved comprehensive evaluations of the respective institutions activities in a country. In a pilot approach, this evaluation was prepared by a single IEG team that looked at development interventions across the three WBG institutions. The evaluation draws on WBG documents, external literature, and on interviews with government officials, representatives of the private sector and civil society, nongovernmental organizations, bilateral and multilateral development partners, and Bank, IFC, and MIGA staff in Washington and in Peru. An IEG mission visited Peru in September 2009. IEG also cooperated with the Evaluation Office of the Global Environment Facility that was conducting a parallel evaluation in Peru.

RESPONSABILIDAD SOCIAL CORPORATIVA

Author : Fernando Navarro García
Publisher : ESIC Editorial
ISBN 13 : 8411920208
Total Pages : 48 pages
Book Rating : 4.4/5 (119 download)

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Book Synopsis RESPONSABILIDAD SOCIAL CORPORATIVA by : Fernando Navarro García

Download or read book RESPONSABILIDAD SOCIAL CORPORATIVA written by Fernando Navarro García and published by ESIC Editorial. This book was released on 2024-02-01 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt: La RSC, la sostenibilidad o los criterios ASG (todos ellos están enfocados a factores ambientales, sociales y de buena gobernanza) ya no son una moda pasajera y, desde la implantación de la Agenda 2030, los Objetivos de Desarrollo Sostenible y la creciente regulación legal y convencional de informes no financieros (derechos humanos, medioambiente, transparencia y buen gobierno), la tendencia no ha hecho más que reforzar la idea de que la ética no solo es necesaria para las sociedades y rentable para las empresas, sino que, además, debe acreditarse para que las declaraciones no sean un mero greenwashing o pura cosmética. El auge del compliance o cumplimiento normativo y la existencia de numerosas certificaciones, auditorías y regulaciones en materia de sostenibilidad son la prueba de ello. Esta tercera edición totalmente actualizada aúna aspectos teóricos sobre la ética de las organizaciones (responsabilidad y libertad, coherencia, dilemas, relaciones con grupos de interés, etc.) con elementos prácticos relacionados con los diferentes ejes de intervención de la RSC y la sostenibilidad: códigos de conducta, comités de RSC, memorias de sostenibilidad, informes no financieros, certificaciones, normas de referencia, lucha contra la corrupción, inversiones ASG o diligencia debida en materia de derechos humanos. Índice: Parte I: TEORÍA DE LA RSC: De la Ética a la RSC y la sostenibilidad.- La responsabilidad social de las organizaciones.- Los grupos de interés o stakeholders.- Transparencia y comunicación externa de la RSC- Parte II: PRÁCTICA DE LA RSC: CONVENCIONES, NORMAS Y CERTIFICACIONES.- El impulso político de la RS en España y Europa.- Regulación en materia de derechos humanos.- Regulación en materia sociolaboral.- Regulación en materia medioambiental.- Regulación generalista en materia de RSC y sotenibilidad.- Parte III: ÁMBITOS ESPECIALES DE RSC.- Del marketing social al comercio justo.- La responsabilidad social de las ONG y sus alianzas con empresas.- Desarrollo sostenible, desarrollo humano y lucha contra la corrupción.- Inversión socialmente responsable (ISF), fondos éticos y solidarios.- Conclusiones: hacia una geopolítica socialmente responsable y sostenible.- Bibliografía.

Manual de la Empresa Responsable y Sostenible. Conceptos y herramientas de la Responsabilidad Social Corporativa o de la Empresa

Author : Aldo Olcese
Publisher :
ISBN 13 : 9788448168636
Total Pages : 512 pages
Book Rating : 4.1/5 (686 download)

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Book Synopsis Manual de la Empresa Responsable y Sostenible. Conceptos y herramientas de la Responsabilidad Social Corporativa o de la Empresa by : Aldo Olcese

Download or read book Manual de la Empresa Responsable y Sostenible. Conceptos y herramientas de la Responsabilidad Social Corporativa o de la Empresa written by Aldo Olcese and published by . This book was released on 2008-04 with total page 512 pages. Available in PDF, EPUB and Kindle. Book excerpt: Este título responde a necesidad de aportar a directivos y empresarios, presentes y futuros, una clara guía sobre qué es la responsabilidad y la sostenibilidad empresarial, qué implicaciones tiene para la sociedad, directivos y trabajadores, el medio ambiente y las propias empresas, y cómo puede ponerse en práctica en las empresas. La obra es Una herramienta de gestión empresarial al servicio de los directivos de empresa, con un enfoque pragmático que combina las definiciones conceptuales, la explicación de herramientas y el ejemplo ilustrativo de más de una sesentena de casos prácticos empresariales. Un manual de aprendizaje universitario, que incluye todas las definiciones, conceptos, funciones, actividades y recomendaciones en materia de responsabilidad corporativa, tanto para las propias compañías como para el entorno físico y social en el que operan. La Responsabilidad Corporativa (RC) está en el centro del debate económico, social y político en todo el mundo desarrollado y en los países que trabajan por su prosperidad. Se está produciendo una reformulación del modelo capitalista liberal. Un capitalismo menos economicista y más humanista, fundamentado en una RC voluntaria y autorregulada, que supone un nuevo paradigma empresarial más rentable y capaz de contribuir a una globalización más humana y eficiente. Destacamos el prólogo de la obra, realizado por Rodrigo Rato, ex-Director Gerente del Fondo Monetario Internacional, personalidad internacional y experto económico mundial. Los diferentes capítulos del libro explican de forma sencilla y amena cómo poner en práctica las propuestas que se realizan, ilustrando todo ello con ejemplos de numerosas compañías líderes en la materia. El libro se estructura en cuatro grandes apartados: Fundamentos de la Responsabilidad Corporativa: tras explicar y definir en los dos primeros capítulos los fundamentos y los valores de la empresa responsable y sostenible, expone las principales implicaciones de la RC en el gobierno y dirección estratégica de las empresas. Principales implicaciones de una gestión responsable de la cadena de valor de las empresas:en esta parte se trata ampliamente como se integra la RC en la gestión de los recursos humanos, las finanzas, las compras, la comunicación, etc. El contexto de la RC, considerando el impacto de la responsabilidad empresarial en la consecución de los Objetivos de Desarrollo del Milenio propuestos por las Naciones Unidad, la acción social, el patrocinio y mecenazgo y las políticas públicas que se han desarrollado a nivel mundial y europeo para promover la RC. Medición y valoración de la RC. Consta de dos capítulos: el primero resume los principales trabajos académicos que se han realizado sobre la relación entre la RC y los resultados empresariales y, el segundo, ofrece un listado de recomendaciones y otro de indicadores que pueden ser usados como referencia por las organizaciones que deseen avanzar en el terreno de la responsabilidad empresarial.

Cities of Tomorrow

Author : Peter Hall
Publisher : Wiley-Blackwell
ISBN 13 : 9780631199434
Total Pages : 502 pages
Book Rating : 4.1/5 (994 download)

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Book Synopsis Cities of Tomorrow by : Peter Hall

Download or read book Cities of Tomorrow written by Peter Hall and published by Wiley-Blackwell. This book was released on 1997-02-18 with total page 502 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cities of Tomorrow is a critical history of planning in theory and practice in the twentieth century, as well as of the social and economic problems and opportunities that gave rise to it. Trenchant, perceptive, global in coverage, this book is an unrivalled account of its crucial subject. The third edition of Cities of Tomorrow is comprehensively revised to take account of abundant new literature published since its original appearance, and to view the 1990s in historical perspective. This is the definitive edition, reviewing the development of the modern planning movement over the entire span of the twentieth century.

Engaging People in Sustainability

Author : Daniella Tilbury
Publisher : IUCN
ISBN 13 : 9782831708232
Total Pages : 152 pages
Book Rating : 4.7/5 (82 download)

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Book Synopsis Engaging People in Sustainability by : Daniella Tilbury

Download or read book Engaging People in Sustainability written by Daniella Tilbury and published by IUCN. This book was released on 2004 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book is based on the exchange of professional experiences which featured in an IUCN CEC workshop in August 2002. Practitioners from around the world shared their models of good practice and explored the challenges involved in engaging people in sustainability. The difficulties facing practitioners vary between country and context but some challenges are universal: A lack of clarity in communicating what is meant by sustainable development; An ambition to educate everyone to bring about a global citizenship; Social, organisational or institutional factors constrain change to sustainable development, yet there is an emphasis on formal education, and community educators do not receive the same support; A lack of balance in addressing the integration of environmental, social and economic dimensions leading to an interpretation that ESD is mainly about environment and conservation issues; New learning (rather than teaching) approaches are called for to promote more debate in society. Yet, few are trained or experienced in these new approaches. Practitioners need support to explore new ways of promoting learning. [Foreword, ed].

Taking Brand Initiative

Author : Mary Jo Hatch
Publisher : John Wiley & Sons
ISBN 13 : 0470245360
Total Pages : 290 pages
Book Rating : 4.4/5 (72 download)

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Book Synopsis Taking Brand Initiative by : Mary Jo Hatch

Download or read book Taking Brand Initiative written by Mary Jo Hatch and published by John Wiley & Sons. This book was released on 2008-03-11 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.