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Branded! how the certification revolution is transforming global corporations

Author: Conroy, Michael E Publisher: New Society, 2007.Language: EnglishDescription: 334 p. ; 23 cm.ISBN: 9780865715790Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HD6950.4 .C66 2007
(Browse shelf)
900186469
Available 900186469
Total holds: 0

Includes index

Digitized

Branded Branded Acknowledgments ........................................... xi ... Preface ..................................................... xi11 I Branded! The Unexpected Consequences of Successful Global Branding ......................................... 1 SeeminglyImprobable Corporate Events ............................ 2 Prom Branding to Branded! ....................................... 6 The Basics of Certification Systems ................................. lo 1 Profile 1.i.A Corporate Cautionary Tale: The Story of Nike .............. 1 Why Do Businesses Engage? ....................................... 15 The Critical Three-Way Combination ............................... 17 Development Stages for Certification Systems ........................ 18 Profile 1.2. An NGO Cautionary Tale: The Story of Green Seal ........... 19 Thevoices of Fundamental Opposition ............................. 24 The Rest of the Book ............................................. 25 Redefining Corporate Social and Environmental Accountability for the 2iStCentury .......................... 27 A Brief History of Corporate Social Responsibility ..................... 27 Critique of Corporate Social Responsibility .......................... 28 Re-specification of CSR for the 2iStCentury .......................... 30 Profile 2.1. Internet Instruments for Corporate Accountability: The Business and Human Rights Resource Centre .................. 32 Profile 2.2. Rebuilding a Company Around Corporate Social Accountability...and Winning! The Marks andSpencer Story .......... 35 Collaborative Governance and Capitalism 3.0 ........................ 38 2 3 Leveraging the Brand: The Essence of Ethical Business Campaigns .... 43 Factors behind the Emergence of Market Campaigns .................. 43 Promoting a Race to the Top ....................................... 47 Profile 3.1. Speaking Truth to Power: . Michael Marx and the Evolution of Corporate Market Campaigns ..... 48 Profile 3.2. The Making of a Market Campaigner: Michael Brune of RainforestAction Network ...................... 54 Market Campaigns in a Broader Context: The Power of NGOs ........... 55 Reflections ..................................................... 59 4 Birth of It All: Transforming the Global Forest Products Industry ..... 61 The Issues ......................................................61 Birth of the Forest Stewardship Council .............................. 63 Building Corporate Engagement ................................... 67 Profile 4.1. Richard Z.Donovan and the Rainforest Alliance SmartWood Program .......................................... 68 Profile 4.2. Building Support for FSC Success: Bruce Cabarle and WWF-US ................................... 73 Results . . . . . . . . . . . . . . . . . . . . ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 . Profile 4.3. FSC and the Amazon: Roberto S.Waack of Grupo Orsa ................................ 83 Institutional Maturation of the FSC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88 Profile 4.4. Building a Mature Global Forest Products Certification System: Heiko Liedeker of the FSC ............................... 92 Reflections ..................................................... 95 5 Tapping the Ethic of "Fairness": Certifying Global Commodity Trade ........................ 97 Basic Notions of Fair Trade (The Issues? Background?) . . . . . . . . . . . . . . . . . 98 Certified Fair Trade ..............................................101' Profile 5.1. Building Fair Trade into Corporate Culture: Bob Stiller of Green Mountain Coffee Roasters . . . . . . . . . . . . . . . . . . . . .104 Certified Fair Trade in the US . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .i07 . Results ......................................................... ui Profile 5.2. Paul Rice and TransFair USA. An NGO that "Works at the Speed of Businessn .................... 112 Profile 5.3. Taking Fair Trade to the Consumer: The Wild Oats Story ........................................... 116 Reflections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117 6 Even the Banks Can Do It! New Accountability in Global Finance ..... 121 The Issues ......................................................122 Campaigns and Results ...........................................127 Profile 6.1. Bringing "Charismatic Commitment" to the World Bank Group: Rachel Kyte ................................. 133 Profile 6.2. Caught in the Cross.Hairs, Responding with Flair: Pamela Flaherty of Citigroup ...................................140 Reflections ..................................................... 143 Profile 6.3. Pioneers in the Implementation of the New Banking Standards: Matt Arnold and SustainableFinance Ltd . . . . . . . . . . . . . . . .144 7 Can Tourism Be Tamed? Toward a Sustainable Tourism Stewardship Council . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149 The Issues ......................................................150 Certification in the Tourism Sector ................................. 154 Profile 7.1. Building the Ethic of Sustainable Ecotourism: Martha Honey of the International Ecotourism Society and the Center for Ecotourism and Sustainable Development ..................... 156 Profile 7.2. Certified Ecotourism Pioneer: Karen Lewis of Lapa Rios Ecolodge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Reflections ..................................................... 164 Profile 7.3. Building Global Tourism Certification: Tensie Whelan. CEO of Rainforest Alliance ........................ 165 8 Accountability Comes to Mining: Building an Assurance Process ..... 169 The lssues ...................................................... 170 The Campaign .................................................. 171 Profile 8.1. Leading the JewelryIndustry Toward Greater 174 Sustainability:Michael Kowalski of Tiffany and Co.................... Profile 8.2. Forging the "No Dirty Gold" Campaign: Payal Sampat of Earthworks .................................... 183 Reflections ..................................................... 186 9 Can Certification Systems Reduce Global Poverty? ................. 187 Building Assets and Alleviating Poverty .............................. 187 Profile 9.1. Community-based Indigenous Success under the FSC: The Story of San Juan Nuevo ................................... 195 Responses to the Challenges ....................................... 202 Reflections ..................................................... 205 lo Certification Opportunities and Challenges Encountered in Other Arenas: Fisheries. Toxics. and Labor ..................207 The Marine Stewardship Council ...................................212 Profile 10.1. Rebuilding the Core of Well-Managed Fisheries: Rupert Howes at the MSC ...................................... 217 Certifying Labor Practices in the Apparel Industry ...................... 219 Profile 10.2.Tackling the Tough Job of Factory Auditing: Heather White. founder of Veritk ................................ 228 Campaigns Against Toxics ......................................... 230 Profile 10.3. Stripping Electronics of Its "CleannVeneer: Ted Smith of the Silicon Valley Toxics Coalition .................... 232 Reflections .....................................................239 11 Industry Push Back. and the Failure of Second-Party Certification Efforts ...................................... 241 ChallengingNGO Legitimacy ...................................... 242 Industry-Led Certification Systems ................................. 243 Reflections ..................................................... 253 12 The Mother of All Campaigns: Taking on Wal-Mart and the Looming Domination of Big-Box Retail Stores ................ 255 Big-Box Retail ................................................... 255 Focus on Wal-Mart ..............................................257 The Issues ...................................................... 258 The Campaign ..................................................263 Profile n.1. JustinWard of Conservation International's Center for Environmental Leadership in Business ..................266 Results ......................................................... 274 Reflections ..................................................... 283 Struggles on the Frontier: Are There Limits to the 287 "Certification Revolution"? ................................ What Do You Do with Campaigns That Seem To Go Nowhere? ..........287 Is There a Risk that the Concept of Certification Will Be Diluted? ........290 Are There Market StructuresWhere the Certification Revolution 1s Less Likely To Be Effective? ................................... 290 How Critical Is Consumer Consciousnessand Direct 291 Consumer Demand? .......................................... How Does This New Form of Market-Based Governance lnteract with Traditional Modes of Regulation? ........................... 292 Who Watches the Watchers. Certifies the Certifiers? ..................... 292 How Do Certification Systems Become Financially Sustainable? ......... 293 Can Nonprofit Organizations Learn to Function at 294 the Speed of Business? ......................................... Can the Advocacy NGO Community Remain Committed to Certification as Its Success Grows? .............................295 Can the Certification Revolution Avoid Discriminating against the Global South? ......................................296 Notes .....................................................-298 Index ................. .................................... ; 323 About the Author ............................................ 335 u

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