The Executive's Guide to 21st Century Corporate Citizenship.
| Author | Chauhan, Vinit Singh |
The Executive's Guide to 21st Century Corporate Citizenship By Dave Stangis & Katherine Valvoda Smith Wiley USA 2018, Pages: 296, Price: $ 32.00
The book titled 'The Executive's Guide to 21st Century Corporate Citizenship' is about winning the battle for reputation and impact. With the passage of time, practices have evolved and ways of defining corporate citizenship have changed. During the 1970s, it was believed that the main focus of business is to increase profit. However, currently, corporate citizenship is believed to be a company's ability to use its resources for the betterment of society in which it is operating and projecting itself as a responsible organization. The scope of corporate citizenship touches all the aspects of business and takes into account business priorities that must be aligned with the business strategy. According to the authors, corporate citizenship programs have many advantages, such as reinforcing brand image, enhancing engagement with customers and employees, improving social and environmental visibility, and adding to the credibility of the organization. However, the major obstacle to corporate citizenship programs are notions held by corporates and society. A few of the wrong notions mentioned in the book are as follows: organizations must not draw benefit from the initiative, organizations should follow the present strategy without looking into the future, and mixing of public relations with corporate citizenship must be avoided.
The book has been divided into three sections. Sections 1, 2, and 3 have five, three, and two chapters, respectively. Chapter one begins with the explanation of the difference among 'mission', 'vision', and 'purpose'. To design a corporate citizenship strategy and program, looking back at the origin of an organization is required. This can be easily achieved by asking a simple question: 'Why was the organization created'? However, many years after the origin, answering this question may be difficult. The answer to this question can reveal the core purpose. The purpose and competencies together make up the value proposition of an organization. Connecting the elements of the corporate citizenship strategy with the value proposition of the organization can result into the development of an impeccable program. In chapter two of the book, authors categorically mention that corporate citizenship focuses on building relationships with stakeholders. For this, understanding the need and...
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