How to optimise involvement in corporate responsibility coalitions

David Grayson

“Companies not yet active in any corporate responsibility coalitions should consider whether they can afford to continue to miss out” – David Grayson

According to a 2010 Accenture study with the UN Global Compact, 96% of CEOs of compact signatory companies believe sustainability should be embedded in business strategy and operations. Even allowing for this being a self-selecting group (one might expect CEOs of companies who have signed the ten compact commitments to answer in the affirmative), it does show the extent to which corporate responsibility is now accepted across the world.

The growing acceptance of corporate responsibility can be attributed to a number of factors, including the growth in power of multinational corporations as a result of privatisation, liberalisation and globalisation; and the information and communications technology revolution that means business can operate remotely and in difficult terrains (from deep-water mining platforms to the Amazonian rainforests) while being subject to intense global media and social media scrutiny.
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“It’s no good just putting a triangular logo on something… we need to educate consumers”

In the the fifth video of the interview series with contributors to Cranfield on Corporate Sustainability, editor David Grayson talks to Lynette Ryals, Professor of Strategic Sales & Account Management at Cranfield School of Management about her chapter in the book Cranfield on Corporate Sustainability which looks at the issues in sustainable marketing. Follow the discussion here:


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“The thing about sustainability is, people can see it coming… the question is, will they plan for it?”

In the the fourth video of the interview series with contributors to Cranfield on Corporate Sustainability, editor David Grayson talks to Mike Bourne, Professor of Business Performance at Cranfield School of Management about his chapter in the book “Cranfield on Corporate Sustainability” on how to deal with sustainability in terms of business performance. Follow the discussion here:

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